My Roles
Project Manager
Brand Identity
Copywriting
Typography
Editorial Design
Binding
Research
UI Design
The Team
Kashish Gupta
Motion Design
Rory Maddren
Interactive Design
Photography
Zak Alexander
Interactive Design
The Unheard project delivers a purposefully crafted book and immersive digital experience to assist the audience in gaining validation, visibility, and information.
problem
Endometriosis affects around 10% of people in their reproductive years but is often misdiagnosed due to male-centred and generalised medical research. Facing an average diagnostic delay of 9 years, doctors often minimise women’s pain, leading to reduced trust in medical professionals and mental health issues like anxiety and depression.
process
A vital step in the process was printing and binding. Although prototypes aided in reducing the chances of issues, there were still hurdles while binding like knotting thread and low-quality print. However, it was continuously revised until a high quality outcome was achieved.
Through research, ideation, iterations, and continuous feedback, Unheard evolved into a far more expansive and comprehensive project than the team initially envisioned. The process of intensive work over eight weeks resulted in a project that was highly successful and impactful.
outcome
Unheard shares real, unfiltered stories from five New Zealanders to empower women to advocate for themselves, pushing for improved healthcare and earlier diagnosis. This is supported digitally through an interactive scrollytelling website, featuring emotive videos and a space to share experiences and connect.
The book progresses through the sections of shocking doctor comments, backstory, misdiagnosis, and diagnosis. This fosters empathy for those who have suffered, raises awareness, and encourages correct diagnosis. These responses are evoked by metaphorical, monochromatic photography that promotes a stronger understanding of the narratives and raw experiences.
The website, accessible through QR codes in the book, serves as a digital and expanded version of the stories, reaching a wider audience. It creates an engaging narrative experience through animation and scrollytelling and provides a platform for people with endometriosis to build community. The scrollytelling section is enriched by motion videos that unfold like visceral dreams, creating an emotional connection with those who have endured daily suffering.
The project followed defined visual principles to ensure cohesion and accurately represent the experience of endometriosis misdiagnosis. This included bold typography to confront the issue, emotive colour changes from black to red, sequential photography to depict the progression of pain, and layered blurs, grain, and imagery. Interactive elements such as flaps and cut-outs were used to conceal and reveal content, symbolising the hidden nature of suffering.
impact
These elements lead to the #BeHeard call to action. The audience can voice their stories, connect with others, and contribute to the visual data collection. This graph brings attention to how common misdiagnosis is, exposing its impact on individuals, and removing the stigma behind the discussion of women’s reproductive health.
Ultimately, Unheard is a step towards change by raising awareness, sparking conversations, and demanding a future where women’s pain is taken seriously.
other work
Unheard
Stories of endometriosis misdiagnosis
