The TELL Tool (Talking to Children about Donor Conception) is a University of Michigan research initiative that empowers parents, clinicians, and researchers to foster open, compassionate conversations with children about their donor origins. Led by Dr. Patricia Hershberger, the project merges scientific rigor with emotional support, targeting a diverse user base including single parents, LGBTQ+ families, multicultural households, and healthcare professionals.
Design Problem
How can a brand system foster trust and inclusivity without reinforcing any single family structure or alienating non-traditional users?
Given the sensitive nature of donor conception and the TELL Tool’s wide-ranging audience, the brand had to convey scientific credibility and emotional warmth without appearing clinical, exclusive, or overly sentimental. It also needed to function seamlessly across settings—from clinical conference posters to social media content and tote bags.
Research & Strategy
My process began with research into the lived experiences of the TELL Tool’s audience: parents navigating complex emotional disclosures, children of different developmental stages, and researchers with clinical standards. This led to three guiding principles:
- Professional but not sterile
- Warm but not childish
- Inclusive but specific
From these insights, I focused on symbolic forms (rather than human figures) to represent connection, biology, and love. This was to avoid any iconography that might unintentionally suggest a narrow idea of family.
Visual System Development
I developed the logo by merging a DNA double helix with a heart, abstracted through geometric curves and negative space. The result is a symbol that suggests both biological origins and emotional bonds, while remaining gender- and family-structure-neutral.
- Typography: Futura for a modern, clear, humanist tone across platforms.
- Color Palette: Soft blues/greys for trust; accents in green/lavender for warmth and flexibility.
- Layouts: Vertical/horizontal logo configurations with careful scaling and spacing for legibility and cross-platform adaptability.
Deliverables
- Presentation Slides Template
- Stationery suite (letterhead, envelope, business cards by role)
- Conference signage (registration, wayfinding, info wall with DNA motif)
- Social media & website templates
- Merchandise (tote, tees, umbrella, bottle)
- Brand Identity Guide ↗
Every touchpoint reinforced clarity, compassion, and consistency. This was critical to a tool that supports emotionally charged conversations between adults and children.
Impact
The identity was praised by the client and research team for flexibility, cross-cultural sensitivity, and clarity. It set a scalable foundation for multilingual adaptations and future expansion into mobile, social, and academic spaces.
Reflection
This project marked my first experience working with a real client on a large-scale, identity-driven design system. It was also my first time building a full brand identity, which meant navigating unfamiliar territory in logo development, color systems, and stakeholder collaboration. While I poured care into symbol development and visual assets, I realized that I didn’t yet fully grasp the strategic weight of logo design or the long-term implications of a color palette across media and accessibility contexts.
Next time, I hope to spend more focused time on logo exploration and testing, ensuring the mark is versatile and speaks across more potential use cases. I also want to deepen my understanding of color accessibility and system scalability, especially for institutional or research-based clients. Despite these growing pains, the experience gave me confidence in managing complexity, communicating across disciplines, and building something rooted in empathy and clarity.
This was a milestone project in my growth as a designer and one I now view as a strong foundation for future identity work that is inclusive, human-centered, and impactful.