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We've all been in period product aisles. Pink, pink, pink and highly feminine designs. A problem that I sought to solve with my campaign project was how invisible trans men, trans masculine, and/or nonbinary people who menstruate feel when walking through an aisle holding the things they need. Period products are not solely "feminine" hygiene, and there is a market need for masculine and/or neutral themed period products. I focused on trans men/masculine folk in particular, but wanted a design that still would feel open and right for some nonbinary people too as there is no one way to market to any gender or lack thereof.
The commercial itself is advertising the mail-to-home period package kit that my brand ideally would do for the comfort and safety of gender diverse people who need period products and do not want to deal with "looking out of place" in the aisle. I have documented my campaign and it's process here to see. Included within the campaign project is the branding, motion graphics commercial, two~three collateral pieces, package design and character design. |
Branding Design Process
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The design process behind Clarity's logo was to make something appealing that said something about periods.
The choice of making it thicker text growing into thinner text was to symbolize the period cycle -- starting intense and heavy, it eventually lightens up near the end of it until its gone for another month. Clarity is there for you through all parts of your period and will be a quality product to work for all types of period heaviness too. Dependable, and there for you through all your life changes and period needs. |
End card of commercial for 'Clarity' brand ^
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Demographic Research & Survey
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For the project, I needed to prove there was a demographic desire for the type of product I was designing. I created a survey that multiple trans men, trans masculine and/or nonbinary people completed for a package design choice and general questions about what would better serve them regarding period products. This knowledge helped push my project in the right direction for the demographic's needs.
Here is what they all said anonymously: 
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Package DEsign PRocess
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Next it was my duty to make the package design with aid from the survey.
Here is the final designs and renders first and then the sketches and designing process behind that. Designs include a product box (tampons), and a shipping container for the mail-to-home service of your period kit. 
Reference Moodboards:
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Preliminary Concepts:
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Collateral design process
Brochure:
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Included within the collateral is three things, the brochure, point of purchase display, and website designs. The purpose behind each is as follows...
Brochure - The aim is to have an educational brochure for youth on what their period is and how to handle it, but not gendered for girls only and informative at a neutral state on how different genders or lack thereof can and do need period supplies and that it does not symbolize "womanhood" but is just a natural part of your body's process. Puberty can be a traumatic time for trans youth, and the last thing they need is information aimed at them that misgenders them. Website - The essence of the site is meant to have trans masculine people to the forefront as the primary demographic. It also needed to feel welcoming and quick, to the point, and down to business without extra fluff. We also wanted it to feel natural, and organic, so we included plant-life and deep serious greens in the top banner. We pushed the navy to coincide with that to keep it communicating maturity, stability, and dependability. P.O.P. - This piece would stand out and be at the end of an aisle of period products at the store. It will provide it's own separate space for people of all genders or lack thereof to shop for period products without having to step into the aisle. Within the aisles, there are signs that typically say "feminine hygiene" and make it more embarrassing of an experience than it needs to be to get sanitary products as trans men, trans masculine and/or nonbinary people. Website:
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Preliminary Website Design:
Point Of Purchase (P.O.P.) Display:
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Character Design for Motion Graphics Animated Commercial
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Characters were needed to represent the demographic within our commercial. They bring appeal to it and something to identify with for the viewers. I wanted to represent the difference there is in the experiences of being a guy who doesn't use Clarity versus a guy who is subscribed to Clarity when both their periods come in the morning. The Clarity customer (blue) get confirmed of his delivery on the day his cycle starts right on time with no worries. The guy who isn't a Clarity customer suffering when he has to go to the grocery store to pick up his things, and tries to stop by the period products aisle on the way out to his dismay as they are out of stock. The Clarity customer gets to spend more time with his husband and family because he chose Clarity.
The Early Process + Base Shape Explorations:
Restarting, Refocusing:
- I restarted on the character designs because I was leaning too far into illustration stuff versus functional designs for animation with shape language that was more clear. I decided to make this kit when I was at school one day with limited supplies to make different shape constructs on the table and draw from what I put together, with just plain basic shapes like triangles, circles, half-circles, squares, rectangles....etc. This helps greatly in freeing my mind and getting to the core design roots of the shapes. Taking these designs I pushed them further and drew characters on top of them in the later iterations. These became the final designs eventually after some tweaking. 
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Pitch Boards Process for animatic + final design work
1st Pass / Pitch Boards:
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Pass 02 / Pitch Boards:
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Pass 03 / Pitch Boards
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End Card Explorations:
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Final Pitch Boards:
Updated Shot 003 to be shorter and include the service more so. The mirror changes to a window in the final commercial to feel more open and see the road the truck will be coming on.
