reframe
a non-profit that aims to reframe the narrative surrounding women’s menstrual and post-menstrual health and support them in their workplace(s).
auping has crafted premium mattresses and beds in Netherlands for 130+ years. they want to be more approachable and accessible so they launched a sub-brand that they wanted to target to millennials. the brief was to create a visual and brand identity for this significantly more youthful mattress brand that still offers very high quality mattresses (as endorsed by the master brand, auping) but for someone who is adulting hard (in their 30s). tldr: the brief was: accessible+premium
[concept - branding & visual identity]
the concept: What is it about women’s bodies that conversations around it are so hushed and shushed in so many societies? If we can’t talk openly about women’s bodies, dialogue surrounding their health is also censored and shushed. this concept embodies this unapologetic ownership of women’s bodies so we can finally move past “the secrecy” and change the narrative regarding their health.
the execution: the brackets draw out the shape of the vulva, a bold and unapologetic representation of women’s bodies. this aligns perfectly with the mission to destigmatize conversations about women’s health.
the use of brackets symbolize a frame around the wordmark to mean “framing" while the inversion of the wordmark is meant to emphasize on the “re”framing part of it.
the soft, muted pink feels feminine but not cliché, adding a balance to the otherwise bold representation of women’s bodies.
logo
a mock landing page
