Genesis
We had to clearly define who the brand is, what they believe deeply, and how they wanted people to feel.
Who is MaskIT?
MaskIT is the most kind and thoughtful person you’ll ever meet. She’s someone who genuinely cares for people, their communities, and the planet. A born leader, she sees the world for what it could be, and works towards making that a reality. She is inclusive, courageous, innovative and intentional.
What MaskIT Believes
MaskIT believes that people deserve a more intentional way to dispose of their personal hygiene items than toilet paper or cheap plastic bags; a way that preserves their privacy, their dignity, and peace of mind.
She believes that menstruators' safety has been neglected far too long in public restrooms and that businesses deserved a more intentional way of managing menstrual waste.
She believes that solving one problem while creating an additional one, isn’t really solving a problem.
How MaskIT Wants People to Feel
MaskIT wants people to feel seen, cared for, and genuinely appreciated. She wants to make people think “that was brilliant” and feel a sense of excitement for what comes next.
What space does MaskIT occupy?
MaskIT wanted people to instinctively associate them with being premium, thoughtful, and intentional. The kind of company willing to take a stand for their beliefs, challenges the status quo, while taking the high road. A company that genuinely cares about people, communities, and the planet.
Messaging
MaskIT’s messaging was designed to normalize the conversation around menstrual item disposal and break down the stigma. MaskIT’s tone is warm, thoughtful, optimistic, and conversational, using clear and approachable language to educate without lecturing, address uncomfortable topics without creating shame. The message adapted to different audiences, but always sounded like the same kind, confident, forward-thinking person.
Case Study
From one brilliant idea, to a nationally recognized brand.
This is the MaskIT Case Study.
The Starting Point
MaskIT began with a single mom of three daughters, a brilliant idea, and several massive challenges ahead.
When I joined, we were a CPG company with no digital footprint, no industry connections, no established reputation, no existing category to compete within, and a dozen maxed out credit cards.
We weren’t really disrupting a category as much as we were completely reinventing one: menstrual item disposal.
The product addressed a topic that was slightly taboo, highly personal, and emotionally charged. We had to introduce a completely new behavior while educating people, building trust, and talking about the problems without making people feel uncomfortable, stigmatized, or defensive.
MaskIT also had both home and commercial uses, meaning our target audiences were almost polar opposites: individual consumers on one side, and businesses, distributors, and facilities professionals on the other.
Same product. Same brand. Two very different worlds to connect with on a bootstrapped budget.
Looking back, it’s hard to imagine a more difficult starting point for a company. It became the place where I developed as a person and a professional.
It also became ground zero for my branding methodology.
Brand Development
I Tackled Brand Development in 2 Phases:
Phase 1: Internal identity formation, what I call Genesis
Phase 2: The external expression of it, what I call Aesthetics.
Symbolism
MaskIT needed a symbol that spoke the language of transformation, rebirth, and hope. Something that had the courage to be delicate in a tough world. That’s why we chose the butterfly.
We also use hearts, leaves and trees, to symbolize our love and appreciation for people and the planet. Finally we used colorful gradients to symbolize our commitment to acceptance and inclusivity.
Color Palette
Primary
Cerise Pink:
Cerise Pink is bold, playful, and full of personality. It gives off a sense of confidence, creativity, and individuality while still feeling warm, friendly, and compassionate. Its vibrant shade makes it feel energetic, expressive, and a little rebellious.
Secondary
Plum Purple:
Plum Purple feels creative, thoughtful, and sophisticated. It's often associated with imagination, wisdom, and originality. Its deep, rich shade adds a sense of mystery and maturity, making it feel confident and refined without being too serious or traditional.
Support
Cerulean Blue:
Cerulean Blue feels trustworthy, friendly, and refreshing. It's associated with honesty, intelligence, and reliability, while its bright shade adds a sense of optimism and energy. It feels professional and capable without coming across as overly corporate.
Support
Shamrock Green:
Shamrock Green feels fresh, lively, and optimistic. It's closely associated with nature, health, growth, and new beginnings. Its bright, energetic shade gives it a sense of ambition and forward movement, making it feel positive, encouraging, and full of possibility.
Support
Charcoal Gray
Charcoal Gray feels mature, composed, and dependable. Its dark, neutral tone communicates professionalism, stability, discretion, and dignity. Softer and less imposing than black, it conveys quiet confidence and sophistication while providing a sense of balance.
Support
Cerulean Blue:
Cerulean Blue feels trustworthy, friendly, and refreshing. It's associated with honesty, intelligence, and reliability, while its bright shade adds a sense of optimism and energy. It feels professional and capable without coming across as cold, rigid, or overly corporate.
Support
Shamrock Green:
Shamrock Green feels fresh, lively, and optimistic. It's closely associated with nature, health, growth, and new beginnings. Its bright, energetic shade gives it a sense of ambition and forward movement, making it feel positive, encouraging, and full of possibility.
Support
Charcoal Gray:
Charcoal Gray feels mature, composed, and dependable. Its dark, neutral tone communicates professionalism, stability, discretion, and dignity. Softer and less imposing than black, it conveys quiet confidence and sophistication while providing a sense of balance.
Together, this vibrant, mixed-harmony palette projects a brand personality that feels innovative, confident, compassionate, trustworthy, and optimistic.
Typeface: Lato
Lato is a modern, humanist sans-serif typeface that balances professionalism with warmth and approachability. Its clean, structured letterforms communicate clarity, intelligence, and reliability, while its soft, rounded details add warmth and approachability. Together, these qualities create a typeface that feels confident, trustworthy, and sophisticated without being overly formal or impersonal.
Actualization
Brand Actualization is where MaskIT’s identity moved from strategy into the real world. Using the foundation established through Brand Development, we brought the brand to life across photography, videography, packaging, web design, Amazon, digital presence, advertising, sales enablement, event marketing, and other places people experience MaskIT.
Photography
I produced product, lifestyle, and brand-environment photography for MaskIT, creating imagery that felt clean, polished, human, and consistent with the brand’s visual identity.
Videography
Video gave MaskIT a more immersive way to explain the product, educate customers, and bring the brand’s personality to life through movement, sound, and storytelling.
Amazon
Amazon became one of MaskIT’s most important discovery and sales channels. I treated it as an extension of the brand, combining identity, education, search strategy, and conversion thinking into one cohesive shopping experience.
Brand Presence
I built MaskIT’s Amazon presence to feel like a natural extension of the brand, including Brand Registry, Brand Story, a custom Brand Store, branded copy, imagery, and video production.
Listing Optimization
After bringing Amazon management in-house, I rebuilt the listings around stronger keyword strategy, copy, imagery, video, A+ Content, and backend search optimization.
The Results
Conversion rates increased from roughly 5–8% to 20–25% within about six months while maintaining a premium price point.
Transcendence
As MaskIT grew, we looked for ways to give back to the communities that helped build MaskIT into the brand it is today. Over the years, MaskIT has given tens of thousands of dollars to charities and women’s support organizations like the Maslow Project, End Period Poverty, women’s shelters, and puberty education programs. MaskIT has also partnered with One Tree Planted to support reforestation efforts around the world.
MaskIT genuinely cares about people, community, and the planet. Their support of these organizations serves as tangible proof that they live by their values, beliefs, and worldviews.
Digital Presence Optimization
MaskIT’s digital presence extended far beyond the website. We worked to create a consistent, credible experience everywhere people discovered, evaluated, and interacted with the brand online: Website SEO, social media profiles, press releases, Google Business Profile and beyond.
Tap any logo to explore MaskIT’s presence
Click any logo to explore MaskIT’s presence
SEO
SEO was built into MaskIT’s digital experience from the ground up. The strategy centered on user experience, search intent, on-page optimization, back-end optimization, product education, and content designed to answer the questions people are looking for.
Social Brand Presence
Across social platforms, search results, reviews, and other digital touchpoints, we worked to keep MaskIT’s identity, messaging, and visual language cohesive so the brand felt recognizable and trustworthy wherever people encountered it.
Serving Two Very
Different Audiences
MaskIT is the most kind and thoughtful person you’ll ever meet. She’s someone who genuinely cares for people, their communities, and the planet. A born leader, she sees the world for what it could be, and works towards making that a reality. She is inclusive, courageous, innovative and intentional.
Educating Around a
Challenging Topic
Menstrual item disposal is a topic that’s emotionally charged for half the audience and almost intentionally neglected by the other. We had to break down stigma and shame with care and kindness while normalizing the conversation.
Changing Behavior
We had to make a compelling case for why people should change a disposal habit they had been using their whole lives, across both home and commercial audiences.
Web Design & E-Commerce
I approached the site as MaskIT’s digital home base, bringing the brand’s identity, messaging, education, e-commerce, SEO, and conversion strategy together into one cohesive experience across every screen.
3 Unique Challenges
Serving Two Very Different Audiences
MaskIT is the most kind and thoughtful person you’ll ever meet. She’s someone who genuinely cares for people, their communities, and the planet. A born leader, she sees the world for what it could be, and works towards making that a reality. She is inclusive, courageous, innovative and intentional.
Educating Around a Challenging Topic
Menstrual item disposal is a topic that’s emotionally charged for half the audience and almost intentionally neglected by the other. We had to break down stigma and shame with care and kindness while normalizing the conversation.
Changing Behavior
We had to make a compelling case for why people should change a disposal habit they had been using their whole lives, across both home and commercial audiences.
Web Design & E-Commerce
I approached the site as MaskIT’s digital home base, bringing the brand’s identity, messaging, education, e-commerce, SEO, and conversion strategy together into one cohesive experience across every screen.
3 Unique Challenges
Serving Two Very Different Audiences
MaskIT is the most kind and thoughtful person you’ll ever meet. She’s someone who genuinely cares for people, their communities, and the planet. A born leader, she sees the world for what it could be, and works towards making that a reality. She is inclusive, courageous, innovative and intentional.
Educating Around a Challenging Topic
Menstrual item disposal is a topic that’s emotionally charged for half the audience and almost intentionally neglected by the other. We had to break down stigma and shame with care and kindness while normalizing the conversation.
Changing Behavior
We had to make a compelling case for why people should change a disposal habit they had been using their whole lives, across both home and commercial audiences.
Advertising
Once we had the brand clearly defined and consistently expressed across our organic discovery channels, we were ready to expand into paid media. Our mission at Brand Handy is to help founders clearly articulate their brand, then help communicate that brand to the world. Paid media was the next step in that process.
The Art & Science of Advertising
Effective advertising requires both.
The Art
Copywriting · Storytelling · Graphic Design · Photography · Videography
The Science
Strategy · Media Planning · Campaign Management · Data Analysis
The Art & Science of Advertising
Effective advertising requires both.
The Art
Copywriting · Storytelling · Graphic Design ·
Photography · Videography
The Science
Strategy · Media Planning ·
Campaign Management · Data Analysis
Sales Enablement
As MaskIT expanded into B2B, wholesale, and distribution, the brand needed to be just as clear and compelling in sales conversations as it was online. Here I helped develop the messaging and sales support material needed for sales teams to communicate its value through flyers, cards, and video.
Advertising in Practice
Packaging Design
Packaging was one of MaskIT’s most important physical brand touchpoints. We wanted to create a clean, sophisticated aesthetic that made choosing MaskIT easy; a look that was versatile enough to expand into different subcategories while maintaining our design language. We've had several variations over the years, getting more refined as the brand matured.
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Event Marketing
Trade shows and live events gave MaskIT the opportunity to turn the brand into a physical experience to create human connection. I helped develop the booth design, signage, and more to make the brand easy to understand, memorable, and engaging in crowded event environments.
The Results
We went from 1 brilliant idea and a dozen max out credit cards to building a nationally recognized brand people love.
Great product
What a great product and even better small company. This option is so much better than all the toilet paper I used to use back in the day. Actually purchased for a period preparedness kit I made...
PF
Amazing Company Amazing Product!
I love this company!! The product is wonderful but the personalized touch the company puts into makes it all the better!
Janice O.
Great product and Company
I am very pleased with the quality and ease of use. Very quick shipping and this is a delightful company to deal with.
Brenda Cangelosi
Great company and product
The organization cares about their customers and the products works well.
Molly K.
Cant believe how much I love this product
This product is so simple to use, and it prevents awkwardness with trying to roll up your used feminine products in a wad or toilet paper. Its very intuitive, and I absolutely love it. I don't go anywhere without them...
Erin Wilson
A+
All around great product and company! Very discreet for being at a friends or family, and very easy to use. I would buy again!
Amazon Customer
Quietly life-changing
How did I live without these for the last 26 years Messily. Embarrassed. Sorry for public bathroom janitors. Maskit pouches are discreet to carry and easy to use. I love them!
Teresa B.
Life changing!
I can not express how much I love using MaskIT products. Easy, clean and convenient! No mess and no TP wrap (finally something that works!)... I love supporting a brand that values sustainability as well. Keep it up MaskIT!!
Amazon Customer
Great product!
These little bags are so easy to use! They keep things clean and discreet. I only wish I would have found them sooner. Great product. Great company!
Kimberly Kupchella
Highly recommend. Green and saves plumbing
Great product-environmentally friendly and a cute, discreet way to dispose of tampons while also saving my plumbing. Maskit also sent me an adorable hand-written thank you card. I love the personal old school customer service touch.
Mary
Adoption & Reach
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Thousands of Households Served
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50+ Universities Served
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70+ Airports Served
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Dozens of Major Companies
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Thousands of Followers on Social
Trust & Performance
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100s of 5-Star Reviews
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Top Quality Store on Google
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20–25% Amazon Conversion Rate
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2019 OEN Game Changer Award
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10+ Years in Business
Societal Impact
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50,000+ Bags Donated
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Thousands of Trees Planted
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10+ Years De-stigmatizing Menstration
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10+ Years Addressing BBP Exposure Risk In Public Restrooms
MaskIT is able to charge more, acquire customers for less, and keep them longer because they’ve intentionally built their brand from the inside out. They know exactly who they are and how to express it clearly and consistently over time.
I’ve helped build incredible brand equity for MaskIT over the last 10+ years, and I want to help more founders do the same.
Aesthetics
With MaskIT’s internal Identity established, we could intentionally build an aesthetic that expresses those characteristics through the use of imagery and symbolism, color palette, and typeface.
![[compressed] zakaria-zayane-656194-unsplash.jpg](https://static.wixstatic.com/media/0ebdf8_3340468f60e34e7193e49eeb078f3451~mv2.jpg/v1/fill/w_980,h_652,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5Bcompressed%5D%20zakaria-zayane-656194-unsplash.jpg)
