As the sole Creative Lead at Medical Electronic Systems, I led all creative output for YO Home Sperm Test - an FDA-cleared, WHO 6th Edition-aligned at-home semen analysis device distributed to clinics, wholesalers, and consumers across 50+ countries. Work spanned the full brand ecosystem: website design and copy across yosperm.com, consumer-facing product animations built to balance clinical accuracy with accessibility, wholesale flyers and B2B collateral, social media video shot breakdowns for TikTok/Instagram/Facebook, and brand strategy documentation. Every deliverable was developed in-house with zero outsourcing, reviewed directly with MES leadership, and calibrated to serve two distinct audiences - clinicians evaluating a medical device, and consumers navigating a sensitive health decision at home.