Build a whole campaign for one woman, first impression to purchase.
The hackathon challenge: a complete acquisition campaign for a single helfy® customer, judged on whether the ad → landing page → email journey actually holds together. We were given Claire, 47, and built the entire funnel end to end.
The personaClaire, 47. Perimenopause, and no straight answers.
This concept won the helfy® Labs Challenge.
Judged on the day at Canva HQ, against every other team that pitched.
What follows is that concept, published at helfy.jediconcepts.com. It was designed and executed as a working web walkthrough from the start, not a slide deck. The design system in 00b was discovered and rebuilt after the day.
The following pages, strategy, workflow and functionality are faithful to what was demonstrated and judged on the day. The only additions are this page, 00a Brief, explaining the context of 01–05, and 00b Brand, the style system applied throughout afterwards.
In app and web development, function and form are separable. Throughout the contest, brand design parity was always the last mile, never the first. What mattered to us in the concepts themselves was the flow and functionality of the marketing strategy and the user journey.
A one-day AI innovation sprint at Canva HQ London.
Doors at nine for breakfast and networking, briefing at ten. Fifty builders, designers, marketers and founders, split into teams of three to five with marketing and engineering mixed, each handed a live business problem set by helfy® Labs. Two hours to concept and build, an hour to prepare the pitch, three minutes to deliver it in front of a judging panel. This is our team's answer, posted in full.
“How can helfy® Labs turn social media engagement into a seamless website journey that captures qualified prospects and converts them into paying customers?”
Six months of Canva Pro, a £500 group gift voucher, and the winning landing page considered for production by helfy® Labs.
helfy® sells the opposite of a home kit.
A UK longevity-medicine company: advanced blood testing, a 1:1 with a real GMC-registered doctor, and a personalised 12-month plan. Not “here are your numbers”, a named doctor who chose your tests, explained your results, and wrote your plan.
The brand promise is Never Guess®. Everything else follows from that.
Comprehensive bloods, doctor-reviewed in 5 days, explained in plain English, plus a personalised nutrition, supplement & lifestyle plan tracked in the app.
Everything in Test, plus a clinically assessed biological age, an advanced DEXA body-composition scan, and more doctor time, one plan built from bloods and scan together.
Both are eligible under most workplace health cash plans, and almost nobody knows they have one. “Expensive” quietly becomes “already paid for”. That's a live creative opportunity, and it's question five of the quiz.
Claire, 47
Senior leader or self-employed, kids at secondary school or older. She's managed everyone else's health for fifteen years and has run out of patience with her own being an afterthought.
Sleep has changed, weight has moved without her habits moving, her cycle is unpredictable, she's forgetting words in meetings, and she's been offered either nothing or antidepressants. Or her mother has osteoporosis and she's paying attention.
To understand what her body is doing in perimenopause, and to separate “this is hormonal” from “this is something else”. Plus the long view nobody offers her: what happens to her heart and her bones over the next twenty years, and what to do now.
“Hormones fluctuate, won't a blood test at one point in time be meaningless?”
Sharp, legitimate, and she will ask it. The honest answer is the product: bloods can't date her perimenopause, but they rule out everything that looks like it, thyroid, iron, blood sugar, heart markers. The doctor conversation is what she's buying.
- Where am I in perimenopause?
- Is my thyroid involved, or is it hormonal?
- What's happening to my bone density?
- What's my cardiovascular risk as oestrogen falls?
- Is my iron still low? Why has my body composition changed?
The funnel earns the sale instead of chasing it.
Claire is the customer this campaign was built for, and Test + Scan is the upgrade she gets offered because DEXA measures the one thing her mother's osteoporosis put on her mind. The brief asked for a journey that holds together, ad to landing page to email, so each stage inherits the intent of the one before it. Follow it in order:
Built for the helfy® Labs Challenge at Vibey Demo Day — a one-day event with three hours on the clock: two to concept and build, one to prepare the pitch. Persona, offers and prices are from the team brief; panel contents are campaign figures, not live catalogue. Not medical advice.