UNSPEAKABLE: SAY IT, OWN IT
YEAR
2026CLIENT
Canesten (D&AD New Blood)SCOPE
Visual identityVerbal identity
Brand strategy
Illustration
Packaging
THE PROBLEM
Canesten exists to help women, girls and non-binary people set themselves free from shame and discomfort by normalising, educating and celebrating sexual health.
As part of the D&AD New Blood briefs, Canesten challenged us to design a campaign, packaging, product or service that breaks down a specific taboo within sexual health and empowers women, girls and non-binary people to speak openly and comfortably about their sexual health.
THE INSIGHT
Women and gender-diverse people often resort to using euphemisms, such as “down there” instead of “vulva”, or “Netflix and chill” instead of sexual intercourse. But as ridiculous as they sound, these euphemisms reinforce systemic barriers that prevent them from using accurate vocabulary when talking about their sexual health to friends, family, partners and even healthcare professionals.
THE INSIGHT
Women and gender-diverse people often resort to using euphemisms, such as “down there” instead of “vulva”, or “Netflix and chill” instead of sexual intercourse. But as ridiculous as they sound, these euphemisms reinforce systemic barriers that prevent them from using accurate vocabulary when talking about their sexual health to friends, family, partners and even healthcare professionals. THE SOLUTION
That’s why we designed UNSPEAKABLE, a card game that empowers people of all ages, genders and cultures to reclaim the correct sexual health vocabulary in place of euphemisms. By affirming people’s confidence in using accurate, respectful language in a competitive but enjoyable word-guessing game, UNSPEAKABLE ultimately creates a safe space for people to overcome their internalised shame about their bodies.My primary contribution was leading the overall brand strategy and copywriting for the video reel and the supporting art boards.
I also created the character illustrations featured in the beginning of the video reel to expand UNSPEAKABLE’s brand world and encapsulate our playful, inclusive and welcoming personality.
UNSPEAKABLE’s confident, conversational yet science-backed attitude sits at the heart of its visual and verbal identity. Our brand message, “Say It, Own It,” empowers our audience to proudly reclaim agency over the language used to describe their bodies. Every brand element—the bright colours, the playful typography and the friendly, body part-shaped mascots—is designed to meet people where they are by subverting the awkward, embarrassing feelings that often come with talking about sexual health.
UNSPEAKABLE’s confident, conversational yet science-backed attitude sits at the heart of its visual and verbal identity. Our brand message, “Say It, Own It,” empowers our audience to proudly reclaim agency over the language used to describe their bodies. Every brand element—the bright colours, the playful typography and the friendly, body part-shaped mascots—is designed to meet people where they are by subverting the awkward, embarrassing feelings that often come with talking about sexual health.
To spread our message across both conservative and liberal markets, UNSPEAKABLE is made available in multiple languages so that no matter who you are or where you’re from, anyone can join the fun in learning the correct sexual health vocabulary together.