Branding
Motion
UI/UX
Despite rapid growth, much of femtech media still feels clinical. I reimagined Femtech Insider as Outpulse, a warmer, editorial-first brand that makes reproductive health news more approachable.
Femtech Insider’s journalism is credible, but its visual identity lacks the warmth and personality needed to make reproductive health feel approachable. The challenge was to build trust without relying on clinical conventions.
I designed the identity around a circular mark inspired by magnification. In motion, the logo undergoes meiosis to symbolize growth and the transfer of knowledge.
I expanded the logo into a modular visual language built from geometric forms inspired by lenses, cells, and circulation. I paired these forms with an emphatic yet delicate type system, creating a system that feels both credible and approachable.
MOBILE
The identity extended into a cohesive digital ecosystem spanning web, mobile, and social platforms. By restructuring the information architecture around editorial storytelling, I transformed reproductive health from a collection of clinical articles into an experience that encourages exploration, learning, and ongoing conversation.
I extended Outpulse beyond digital platforms through public campaigns and The Second Opinion Summit, creating opportunities for reproductive health conversations to move from the screen into shared, real-world experiences. Together, these touchpoints demonstrate how an editorial identity can foster visibility, education, and community.
Ming Tai (Instructor) and Agnes Lee (TA) for their guidance on this project.
Recognition
ArtCenter Student Gallery