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Slf/ish Mental Health App

Advertising, Art Direction, UX/UI

Slf/ish Mental Health App

Mental Health Resource for Queer Youth
Slf/ish is a mental health app which offers LGBTQ youth aged 13-21 access to high quality and discreet therapy options as well as real-time crisis deescalation and intervention. Slf/ish looks to destigmatize conversations around sexuality and identity for youth, and bring it into the dialogue of necessary self care. Reclaiming the word selfish in our marketing, we remind youth that their mental health and identity is something worth prioritizing.
Tools Utilized: Adobe XD / Figma / Adobe Indesign / Adobe Illustrator / Adobe Photoshop / Photography

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PROCESS

OUR READERS:

Before starting to consider the aesthetic direction of M*3, I first wanted to consider the demographic in which M*3 would be marketed. To do this I did an intensive research audit of existing readerships held by competing print magazines. I then formed three personas which represented the primary archetypes discovered during that research. These personas allowed me to consider possible unmet needs which M*3 could cater to—ensuring that M*3's could tap into a niche in the market.

WHAT THEY WANT TO FIND:

LAYOUT INSPIRATION:

Improvised, eclectic, and busy. The layout structure pushes the reader to really look at the page. With oversized text, uneven columns, and a disregard for traditional layout norms—each page's style is as distinctive and remarkable as the subjects of the magazine's features.

MOODBOARD RECIPES:

TYPE, COLOR, ADJECTIVES:

ILLUSTRATION STYLE & GRAPHIC ELEMENTS:

To reflect the boundary-pushing tone of the magazine's content, I created illustrations and graphic elements which are punchy and experimental in nature. This is achieved in the graphics below by combining bold complimentary colors while also utilizing both 2 and 3D elements to disorient the viewer and thus spark interest.

PHOTOGRAPHY STYLE:

Photography that centers human subjects as its focal point, which reflects M*3's focus on human stories within its content. Mostly artistically staged imagery, with a slight somber-futuristic tone. This is achieved through photography mainly captured at night or in dim studio light. To maintain an overall eclectic feel in-line with the rest of the content, I didn't apply too much curation to my selection process, in hopes of it resulting in a tone which feel egalitarian and diverse in nature.

MAGAZINE

PROMOTIONAL MATERIAL:

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PROCESS

COMPETITIVE AUDIT:

To get a better sense of the current consumer experience, we audited some of the most popular e-commerce sites for purchasing sex tech products, with a focus on their use of identity-affirming language and imagery within their marketing.

CAMPAIGN AUDIENCE:

During our intensive market research we surveyed almost 50 sex tech consumers. Of those survey respondents 67% identified as Lesbian, Gay, or Bisexual, and 23% identified as trans or gender diverse.

"More sex toys for trans and non-binary people that don't mimic cishet sex."

-Anonymous Survey Responder

"I dislike packaging showing me bodies—they're always ridiculously sexualized and uncomfortable."

-Anonymous Survey Responder

DEFINING THE PROBLEM:

BRAND DIRECTION:

CAMPAIGN

"Real life models are what I feel sex shops lack the most, and it can really make a difference on what I buy!"

-Anonymous Survey Responder

"I would love to see more marketing tailored towards trans experiences and those of our partners."

-Anonymous Survey Responder

"An online sex shop that does not reinforce cis/heteronormativity would get my business for sure."

-Anonymous Survey Responder

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PROCESS

DEFINING THE PROBLEM:

RESEARCH FINDINGS:

THEMES OBSERVED RELATING TO USER:

The majority of our survey-participants are individuals who:

THE USER'S HIERARCHY OF NEEDS:

COMPETITIVE AUDIT:

To get a better sense of the current consumer experience, we audited some of the most popular therapy apps, with a focus on their accessibility and crisis/de-escalation methods.

USP / KEY VALUE PROPOSITION:

BRAND DIRECTION:

APP PROTOTYPE:

CONSIDERING OUR USERS:

CAMPAIGN

TARGET AUDIENCE:

"When my brain is spiraling in negative thoughts I often want to text someone, but I don't know anyone I feel safe talking to."

-Anonymous Survey Responder

INDIGENOUS PRIDE CAMPAIGN & DECOLONIZE YOUR WORLDVIEW

ROLES: ART DIRECTION, MOTION, PHOTOGRAPHY

STEAMY BEANS WOMXN OWNED COFFEE

ROLES: ART DIRECTION, PHOTOGRAPHY, BRAND IDENTITY

BIC 4-COLOR PEN, 50TH ANNIVERSARY CAMPAIGN

ROLES: ART DIRECTION, PHOTOGRAPHY, LAYOUT

BREAD & BUTTER BAND"PSYCHO WORLD" ALBUM RELEASE POSTER

ROLES: ART DIRECTION, PHOTOGRAPHY

YMCA WOMANS' BASKETBALL INFO-GRAPHIC POSTER

ROLES: ART DIRECTION, LAYOUT

DISAPPEARING SEATTLE POSTER & POSTCARD SERIES: BUSH GARDEN

ROLES: ILLUSTRATION, LAYOUT

COVID AWARENESS POSTER SERIES: THE WIRE, PANDEMIC

ROLES: 3D MODELING, LAYOUT

ATEN'S GLOW SKINCARE

ROLES: ART DIRECTION, PHOTOGRAPHY, BRANDING, MOTION

AUTHOR PHOTOSHOOT FOR 2020 VCU CABELL FIRST NOVELIST AWARD

ROLES: ART DIRECTION, PHOTOGRAPHY

DIGITAL BRAND IDENTITY FOR ALEXIS SABLONE IN PARTNERSHIP WITH CONVERSE

ROLES: ART DIRECTION, MOTION, WEB DEV

GREEN LAKE PARK WAYFINDING REDESIGN & INDIGENOUS ACKNOWLEDGEMENT

ROLES: ART DIRECTION, VISUAL DESIGN, LAYOUT
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