Plume

Creative

Everyone should feel at home in their body. That’s the belief that powers Plume Health, an online gender-affirming healthcare service.

An animation. "Get started with Plume" written in white on a purple background. Hand-drawn arrows and circles appear, highlighting parts of the phrase.
An animation. A cut-out of a black and white photo of a person smiling looking at their phone slides into view. Hand-drawn style arrows are overlaid on top. The background is purple, with spray-painted orange swirls.
Three posters in the Plume brand. They all highlight people, and use hand-drawn style illustrative marks.
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A laptop open to the Plume website homepage.
The cover of a booklet called the Allyship toolkit. It shows a smiling person, and uses hand-drawn style illustrative marks on a purple background.
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Creating a home for trans-led healthcare

Plume needed a brand identity to match its brand sentiment: one that would project confidence, but also feel inviting to people at a sensitive stage of their identity journey.

An animation. A cut-out of a photograph of a smiling person sat on a bed doing a peace sign is placed onto a dark purple background. A hand-drawn illustrative heart and a scribble appear and shake.
An animation. The words Dysphoria doesn't define you appear, and interact with bouncing, shaking and dancing hand-drawn illustrations.
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A stack of papers, artfully arranged. The top paper shows the Plume logo, the ones beneath are decorated with hand-drawn illustrations and sweeping paint strokes.
Six branded images arranged in box. They show people smiling and laughing, illustrative, energetic touches and the brand colours.
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An identity evolution

Plume works with a broad target audience, delivering gender-affirming healthcare directly to smartphones. As the business entered a new phase, partnering with major health institutions, Plume needed a more compelling identity, which built on the established brand.

The Plume logo on an app, overlaid on top of a background of swiring spray paint lines.
A mockup of a smart phone on a purple background. The phone is open on the Plume website.
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The words True to who I am written on a yellow background. There is a hand-drawn arrow next to the I
A mockup of a Plume branded tote bag handing from a chair.
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Unique combinations

To create Plume’s “home” we developed a visual language that’s coherent and evocative but not rule-bound. Through colour, typography, and hand-drawn marks, the brand can generate endless combinations that never repeat themselves.

A mockup of a Plume branded billboard, with Plume messaging about gender-affirming care
A person holds a Plume branded t-shirt in front of them. Written on the shirt is Dysphoria doesn't define you.
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A Plume branded tube of testosterone topical gel.
A light purple pill emblazoned with a P and an L.
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Express yourself

The spirit of individual self-expression shines through every aspect of Plume's identity: from a vibrant colour palette to hand-drawn illustrations. Now Plume is ready to help even more people be their authentic selves.

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