Art Direction
Illustration
Animation
2024
Ask
Existing resources feel clinical, distant, or irrelevant, making it hard for teens to trust or see themselves in them. They wanted a visual world for their website and app that young people could genuinely see themselves in, so that sensitive, often stigmatised topics feel approachable, expressive, and more human.
Solution
We developed an illustration system for Asking for a Friend. Working within its 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 and 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 system spans 64 illustrations across Asking for a Friend's website and app, where they are now part of a resource young people turn to when they don't know where else to ask.
