Animation
Art Direction
Animation
2024
We developed illustrations for Asking for a Friend, a platform helping US teens navigate sexual and reproductive health, to build a visual world they could genuinely see themselves in, making sensitive, often stigmatised topics feel approachable, expressive, and more human.
Context
Young people in the US lack access to accurate, stigma-free sexual and reproductive health information. Existing resources feel clinical, distant, or irrelevant, making it hard for teens to trust or see themselves in them.
Solution
Working within Asking for a Friend's brand language, we created an illustrated visual world rooted in inclusive character design, bold colour, and expressive storytelling to bring warmth and relatability to sensitive sexual & reproductive health topics.
Strategy
The illustration system was designed to work across a range of contexts and formats. Characters and palette stay consistent enough to feel cohesive, while individual compositions remain flexible enough to adapt from small social assets to large-scale placements.
Result
The rebranding effort yielded impressive results, with a 35% increase in sales and a 25% boost in brand awareness. The new visual identity resonated with the target audience, resulting in a 50% rise in social media engagement and a 20% increase in website traffic.
