MIDWIFE • HERBALIST • NYT AUTHOR
Aviva Romm MD
Art Direction & Social Strategy
The Client
Dr. Aviva Romm is a midwife, herbalist, and New York Times bestselling author whose work bridges traditional wisdom and modern medicine for women and children. With a following of over 250K, her platform spans integrative medicine, hormone health, pregnancy, birth, and herbal medicine — a space that sits at the intersection of clinical authority and deeply personal women's experience.
The Challenge
A brand of Aviva's caliber and reach required more than consistent posting — it needed a cohesive creative identity that could hold complexity: authoritative yet warm, clinical yet deeply human. The visual landscape of women's wellness had become oversaturated with sterile medical aesthetics on one end and performative softness on the other. The opportunity was to occupy the space between — elevated, earthy, and emotionally resonant.
The Work
Messi Thoughts Creative led social media strategy, art direction, and day-to-day platform management across a sustained engagement, building infrastructure and creative systems designed to scale with a high-volume, multi-pillar brand.
Art Direction & Visual Identity — We developed a visual language rooted in the concept of matrescence — the raw, beautiful, often unseen transformation of women through birth, body, and becoming. Drawing from fine art birth photography, earthy editorial imagery, and warm botanical aesthetics, we curated a grid that felt like a counterpoint to the clinical: intimate, elevated, and feminine.
Strategy & Systems — Beyond aesthetics, our work included full content planning across Aviva's core pillars, spanning herbal medicine, hormone health, motherhood, and more — alongside caption writing, scheduling, community engagement, performance monitoring, and an Airtable-based workflow system to manage content production at scale. Later scheduling and graphic design were also within scope.
Collaboration — The engagement also included video editing and ManyChat funnel development in partnership with our creative team, supporting Aviva's broader content and lead generation ecosystem.
The Vision
The grid we built told a story: that women's health could be portrayed with artistry, dignity, and depth. That a 250K+ audience deserved content that respected their intelligence and honored their bodies. That warmth and clinical authority are not opposites — they are, when held well, the same thing.
