This symbol is ⵥ (yaz), a letter of the Tifinagh alphabet and an emblem of the Amazigh people of North Africa, a nod to my own heritage.
How does it work? (simplified)

Each cycle prepares the body for a possible pregnancy.

Period Follicular Luteal Ovulation Day 1 ≈ 28 days
Period ~ 5 days When pregnancy has not occurred, hormone levels fall and the uterus contracts to shed the blood-rich lining it built for the baby. ⚠️ Possible symptoms: cramps, pelvic and lower-back pain, fatigue, headaches, nausea, diarrhoea.
Follicular phase ~ 10 days As the period ends, oestrogen rises, an egg matures and the uterine lining begins to rebuild for a possible pregnancy. 🟢 Most women notice more energy and a better mood.
Ovulation ~ 24 h The ovary releases an egg, which can be fertilised for about 12 to 24 hours. ⚠️ Possible symptoms: one-sided pelvic pain, mild cramps, bloating, breast tenderness.
Luteal phase ~ 12 days After ovulation, progesterone rises and keeps the uterine lining ready for a possible pregnancy. If pregnancy does not occur, hormone levels fall and the lining begins to break down again, leading to Day 1 of the next cycle. ⚠️ Possible symptoms: bloating, breast tenderness, acne, cravings, fatigue, exhaustion, insomnia, headaches, brain fog, anxiety, irritability, mood swings, depression.

🔁 This cycle can repeat roughly every month for around 40 years, with possible pauses or changes, for example during pregnancy or while using hormonal contraception.During perimenopause, cycles often become less regular before stopping at menopause, which marks the end of the reproductive years.

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Empowering Life, the Sanofi campaign visual

Empowering Life

Sanofi

100 countries100,000 employees

Empowering Life is Sanofi's corporate signature, created for one of the world's largest pharmaceutical groups.

The challenge

Give a company of 100,000 employees across 100 countries a clear way to express what it stood for, six years after retiring its previous signature.

What I did

  • Benchmarked positioning and claims from competing pharmaceutical companies
  • Analysed interviews with Sanofi's global top management
  • Helped distil that research into the two-word corporate signature, Empowering Life

What happened next

The signature launched in October 2017 across 100 countries, supported by films in four languages and nearly €3 million in investment.

Watch the filmRead the story

2017Brand Strategist