diANA – App development and Brand Identity

diANA is an App that holistically empowers and supports women in their process of abortion.

My role: Concept, building the Brand Identity from scratch as this is a new born start-up, designing the Visuals and building the App Prototype and providing Art Direction to the developers.

The design and concept evolved around the name of the brand – Diana – the goddess of fertility and childbirth in Roman Mythology. Colours, shapes and the tone of voice where inspired by this archetype and the symbolism around her. As this project is also quite political and controversial and has a very specific target audience, the aim was to make it bold and soothing at the same time.