Everyone should feel at home in their body. That’s the belief that powers Plume Health, an online gender-affirming healthcare service.
Creating a home for trans-led healthcare
Plume needed a brand identity to match its ambitious growth plans: one that would project confidence, but also feel inviting to people at a sensitive stage of their identity journey.
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.
We based our work on one key concept: Finally Home. It’s the idea that your body is your private space, and only you can decide what that space has to be.
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.
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.
To Koto for their initial work on the brand.