Asking for a Friend
BRANDING & IDENTITY
SOCIAL DESIGN
INTERACTION DESIGN
Research revealed that 75% ofpregnancies among
15–19-year-olds are unplanned—the highest rate among high-income countries.*
The project began in response to a critical
gap in access to clear, trustworthy, and
youth-friendly information about reproductive healthcare in the United States. Many young people face barriers like stigma, lack of knowledge, and limited access to services. This reality sparked the idea for Asking for a Friend—a digital, one-stop-shop designed to empower young people with the tools they need to take control of their reproductive health.
Turning
Trust into
a Visual Language
The primary goal was to create a safe, inclusive platform that simplifies reproductive healthcare by providing accurate information and connecting users with low-cost, free, and local providers.Prioritizing accessibility, equity, and trust, the platform aimed to engage young people where they are—digitally and emotionally. So, crafting a personal and nonjudgmental solution for a diverse audience was complex yet essential.
Developed the brand after co-design sessions and fieldwork informing what resonates with young people today—empathy, playfulness, and empowerment—and translated that into a bold, cohesive visual identity.
To create an authentic, inclusive, and intuitive experience, we crafted the brand’s visual imagery around diversity—not just in race and gender but also in body types, motion, and expression—to ensure everyone sees themselves reflected in the brand.
Further reading on Asking for a Friend.
😒 Snigdha Pamula, 2024 ©