PROBLEM + SOLUTION
American Healthcare has an uneven playing field for gender non-conforming individuals
Gender-affirming care has extra hurdles compared to other forms of healthcare
Diology is a discreet grassroots 'bank' so transgender individuals can swap their undesired clothing, makeup, hormones, body parts, and even chromosomes, in exchange for those desired from other donors
CONCEPT
Dionysus is the God of wine, sex, and transsexuality. Diology proudly bears a bunch of grapes to represent him.
The contour and shading are created with the moon's 8 phases, representing transition and fluidity, as well as how the moon impacts one's hormones.
Primary logomark + logotype
Diological Color Callouts, including accent
FINAL PALETTE
The transgender flag inspires the brand's light pink and deep, intense blue; the divine feminine, masculine, and androgyne. An ever-vibrant fuschia is used as an accent to guide the eye on packaging.
TYPOGRAPHY
Germania One is a perfect typeface; an even balance between past and present, professional and welcoming. It has a strong posture and low contrast of typical medical logotypes, but the uniqueness of the people it serves
Diology Logotype
SKETCHES + IDEATION
Name exploration
Initial "Gender Keys" Concept; scrapped because I wanted something more subtle for the safety of stealth individuals
Color Palette Exploration
FINAL LOGOS
American Healthcare has an uneven playing field for gender non-conforming individuals
Gender-affirming care has extra hurdles compared to other forms
Diology's Logomarks in varying sizing from largest to smallest
PACKAGE DESIGN
Patterning
Gender Patterns/Moon phase Design
Spironolactone hormone tablet box
Exchangeable hormone vials
