Menopause Specialty Care Platform 'MYLILY' Undergoes Brand Refresh

My Fit Inc. (Headquarters: Chuo-ku, Tokyo; Representative Director: Mana Yamada; hereinafter "My Fit"), which develops and operates the menopause specialty care platform "MYLILY," is pleased to announce the complete refresh of its brand concept, brand message, and logo design.

We have redefined menopause not merely as a period of physical changes and discomfort, but as the "Golden Hour" (the time of sunset glow) when life shines most beautifully. As a place where each woman can encounter her own "quiet strength," we will strengthen access to appropriate medical care through online consultations and contribute to improving the QOL (Quality of Life) of women aged 40 and over.

MYLILY Brand Message

It is the "sunset glow" that illuminates life.

MYLILY believes that menopause is not the beginning of an end, but "the time when life is most beautifully colored."

It is a necessary time in life to re-examine one's way of living, and a time to encounter unexpected physical and emotional fluctuations, allowing one to discover what truly matters.

During this period, when one encounters their quiet strength amidst challenges.

By creating a system that provides appropriate treatment tailored to each individual's symptoms, we hope to be a catalyst for beautifully coloring this important period.

MYLILY will change how "menopause" is experienced through accessible and attentive consultations.

Background of the Brand Refresh: Reconceptualizing Treatment as "Time for Self-Nurturing"

Since its launch, MYLILY has served as a platform to lower the barriers to menopause treatment. However, previous brand expressions primarily focused on practical visuals typical of medical institutions and a friendly tone, creating a gap with our mission to "change the image of menopause itself."

Women in the menopausal generation possess rich experience, the strength to forge their own paths, and refined sensibilities.

We have fundamentally refreshed our brand to respect the dignity of such women and to help them reconceptualize access to medical care from "a task to cure discomfort" to "a time for self-nurturing" and "a necessary choice for living richly."

When we asked ourselves, "Is this a brand that those experiencing menopause, as well as younger generations who will face it, would want to use and be proud of?" we keenly felt that existing expressions of menopause care did not resonate with the sensibilities of women living today. This realization was a major driving force behind this refresh.

Against this background, this brand refresh involved not only the reconstruction of the brand message but also a complete renewal of the logo design and brand colors.

For the new logo, the typeface has been refined to a more sophisticated design, adopting a sharp-edged font that combines medical reliability with philosophical depth. The form conveys not only softness but also dignified intelligence and inner strength.

The symbol mark features a plus (+) sign placed above the "i" in "MYLILY." This mark is both the medical cross symbol and a motif of a lily flower viewed from above, which is the origin of the brand name, thus layering two meanings: "medical trust" and "lily's dignity and regeneration."

The brand colors have shifted from the traditional medical tones of white and blue to the "sunset glow" palette based on earth tones, terracotta, and gold.

This expresses a visual world with depth, conveying the embracing power and warmth of nature.

Walk richly along the path of sunset glow. With MYLILY.

Origin of the New Concept "Golden Hour": From Hundreds of Voices

The term "Golden Hour" was born from hundreds of user voices collected during Menopause Week.

Among them was the phrase, "Menopause is like the sunset glow."

The scene of the world shining most beautifully in golden hues, like a sunset glow, resonated with the image of women in menopause, standing at the halfway point of a 100-year life, where their past experiences richly culminate.

We redefine "menopause," often spoken of with negative connotations, as the "Golden Age (Golden Hour)" where past experiences richly culminate and life emits its most beautiful radiance.

Supporting Changing Minds and Bodies, Nurturing the Time When Life is Most Beautifully Colored.

MYLILY transforms menopause, a turning point in life, into a rich time for self-nurturing. Beyond treating menopausal symptoms, it has evolved into a platform that comprehensively supports diverse healthcare issues faced by women aged 40 and over—from beauty and weight care to delicate zone concerns.

・ Attentive 15-minute dialogue tailored to each individual: Online consultations (※1) by female gynecologists, taking 15 minutes to carefully unravel underlying anxieties, rather than prioritizing efficiency.

・ Personalized options for a wide range of menopausal discomforts: In addition to treatments covered by insurance such as Hormone Replacement Therapy (HRT) and herbal medicine, we offer comprehensive plans that respond to a wider range of needs, including self-pay options for beauty, diet, and delicate zone care, adapting to menopausal changes.

・ Continuous support for long-term fluctuations: During a period of change that lasts 5 to 10 years, we promote individualized care optimized for the condition at each moment, based on data.

※1 Consultations and medical judgments are performed by doctors at affiliated medical institutions. ※"MYLILY" is a platform that connects medical institutions and users.

Comment

Mana Yamada, Representative Director, My Fit Inc.

To transform menopause into life's most beautiful 'Golden Hour' (the time of sunset glow). This refresh is not merely a design change, but our declaration of intent to rewrite the culture of menopause itself.

Especially now, with AI commoditizing information, we believe there is a need for a brand imbued with human stories and the sincere gaze of a medical institution. Beyond online consultations as a function, we will continue to provide a place where women can face their beauty and strength with dignity.

Click here for Yamada's thoughts on Note

＜About MYLILY＞

"MYLILY" is a menopause specialty care platform. Patients can complete doctor's consultations, prescriptions, and medication receipt via LINE, simply by presenting/submitting their health insurance card online, covered by insurance. Menopause is said to last 5 to 10 years, and treatment often extends over a long period. "MYLILY" strongly supports patients' continuous treatment through online consultations that can be accessed anytime, anywhere, and reduced financial burden through insurance coverage.

※Based on a partial revision of the "Guidelines for the Proper Implementation of Online Medical Consultations" conducted in March 2023, first-time patients can use the service if certain conditions are met. URL：https://www.mhlw.go.jp/content/10800000/001233217.pdf

For details, please visit the website (https://mylily.jp ).

※"MYLILY" is a platform that connects medical institutions and users.

＜About My Fit Inc.＞

My Fit Inc. is committed to the vision of "creating a society where health is not put on hold" and strives daily to achieve it. The company focuses on the development and provision of the menopause specialty online consultation platform "MYLILY," and also provides DX support and administrative support to affiliated medical institutions, aiming to improve the experience in menopause medical care through the power of technology. By lowering the barriers to accessing treatment for menopause-specific discomforts, we contribute to shortening untreated periods and enabling early detection and appropriate medical intervention. We support the improvement of women's QOL and the maintenance of productivity for working generations, changing the way menopause is experienced so that everyone can make choices true to themselves.

・ Company Name: My Fit Inc.

・ Representative Director: Mana Yamada

・ Location: Ginza Otake Business Residence 2F, 1-22-11 Ginza, Chuo-ku, Tokyo 104-0061

・ Established: March 2021

・ Corporate Website: https://my-fit.co/

・ Service Website: https://mylily.jp/