28X
Brand guidelines, website and social system for a free period app that keeps every user’s data on their own device.
28X is a free period app that processes data on the device and never stores it in the cloud. We gave a lean team one source of truth for the brand, then carried it across a new website and a social media system.
The tension
The product was ready. The brand was in pieces.
28X built a free period app that keeps data on the device, co-designed with NHS professionals and backed by the Philips Foundation. The substance was there. The system was not.
Brand thinking everywhere
It lived across decks, questionnaires and call notes, not in one place.
A lean team up against giants
28X had to look as established as the commercial apps that hold the market.
One promise, every touchpoint
“Your body, your data, always private” only holds if the brand shows up the same way everywhere.
The guidelines
Protect what works. Then write it down.
28X already had a butterfly-led identity that testers called luxurious rather than clinical, so we built around it. Logo, colour, type, imagery and tone now sit in one source of truth, with rules for app screens, partner co-branding and event merchandise.
Other period tracking apps feel very clinical. This feels quite girly and quite luxurious with the colors. That is very appealing and takes the stigma away in lots of different ways.
User testing participant, Diana Award session, February 2025
The website
A site the team runs without a developer.
Designed and built in Webflow, fully responsive, and structured so search engines and AI assistants understand what 28X offers. It carries the same calm, premium feel as the app.
The social system
On brand in minutes, without a designer.
A Canva library of templates for ambassador voices, partnership announcements, grant and funding milestones and certifications, plus animated social ads for LinkedIn, Instagram and TikTok.
The result
Credible enough for its next chapter.
One consistent brand across guidelines, website and social. With funding on the way, 28X looks as distinctive as the product behind it.
28X keeps every user’s period data on their own device, never in the cloud, and the app is free. Private women’s health tools are good for people. That is the test.
Who we work with, and why
What is 28X?
A free period app that processes data on the device and never stores it in the cloud, co-designed with NHS professionals and backed by the Philips Foundation.
Why guidelines rather than a new identity?
28X already had a distinct, butterfly-led identity that testers called luxurious rather than clinical. It needed protecting and writing down, not replacing.
Why Webflow?
For design and interaction control, and because a small team can update it without a developer.
What did the project include?
Brand guidelines, a Webflow website, a Canva social media template system and animated social ads.
More work
See all work
If you’ve outgrown the way the market sees you, that’s worth twenty minutes.
No pitch, no deck. And if we’re not right for you, we’ll say so.