SCOPE:
BRANDING & UI/UX DESIGN
CLIENT:
ARANYAKA LIFESTYLES
YEAR:
2022
ROLE:
INDEPENDENT DESIGNER
Bae Health
project context.
Bae.Health is a healthcare startup founded in 2022, focused on supporting people with uteruses through inclusive, stigma-free reproductive and sexual health solutions. The brand builds a holistic digital ecosystem that includes a mobile app, community resources, and access to care across fitness, nutrition, and wellness. The platform intentionally serves cis, trans, and non-binary individuals, aiming to make health resources equitable and accessible.
As the design lead, my role was to translate this mission into a visual identity and digital product that would reflect the brand’s inclusive values, destigmatize conversations around reproductive health, and serve diverse user needs without overwhelming them.
While a lot of brands talk about inclusivity and diversity, I began to think about what it really means to be inclusive as a healthcare brand. What are some of the areas that we have to consider? How can we truly make Bae.Health a safe, accessible and inviting space for all people with uteruses? I had a few initial considerations that I shared with the brand, that ending up became the driving principles that led the product:
How can we use more inclusive language when addressing our audience? When we call ourselves an app for women, are we leaving out some identities like trans-men, or non-binary people that might be effected by similar issues?
How is the healthcare services we provide taking into consideration the health needs of trans people and existing medication they may already be on? Do we have doctors on board that are equipped to deal with these varying and individual needs while creating a safe, positive space for everybody alike?
Are our team of mental health specialists trained to provide relevant support to everybody on our platform?
Are we taking adequate steps to make sure that every single user is protected from potential hate-speech/discrimination on our social platforms?
Is the content being put out by brand well researched and covering the various concerns of different groups of people?
Are we being inclusive in our processes by involving marginalized communities into the discussion?
design objective.
Build an inclusive brand identity
Create a brand that is brave and unafraid to spark conversations, while staying sensitive to the nuances of gender and health.Establish clarity and approachability in complex ecosystems
Make health tracking, medical consults, fitness goals, and reproductive care feel integrated, supportive, and personalized.Center user needs in digital experiences
Use research to inform content and features that address real health challenges like PCOS/PCOD, pregnancy, menopause, and general wellness, and conceptualize a product that truly meets people's health needs and aspirations in a supportive and seamless way.
Key questions explored:
How can we design a digital experience that affirms and supports people across the gender spectrum who experience reproductive and sexual health needs?
What role can inclusive language and visuals play in reducing stigma and building trust in sensitive health conversations?
How do we create personalized, modular health tools that adapt to users’ evolving goals without overwhelming them?
What systems need to be in place to ensure care providers like doctors, therapists, and coaches are trained to meet the needs of a diverse user base?
design outcome.
Visual Identity & Branding
The logo features a half-cut strawberry — stylized to a mimic a female vagina — challenging stigma and normalizing conversations around reproductive health. The typeface adds a soft, approachable tone. A set of 35 custom icons was developed in a hand-drawn, sticker-like style across key themes: health, nutrition, fitness.User Research & Strategy
An online survey (300+ respondents) and 4 focus groups informed key features, revealing insights into cycle tracking, symptom awareness, diet/exercise needs, and general lifestyle challenges. Data was used to cluster needs into modular feature groups across the app.App UX Design – Modular & Personalized
The app was structured across five key verticals:Reproductive Health – Period tracking, birth control, pregnancy, menopause, PCOS/PCOD support, specialist consults
General Health – Sleep, stress, mental health, deficiencies
Nutrition – Personalized meal plans, recipes, water tracking
Fitness – Goal-based workouts, progress tracking, social workouts
Community & Tools – Anonymous forums, DMs, articles, planners, to-do lists, habit trackers
The homepage dynamically adapts based on goals set during onboarding (e.g., muscle gain or PCOS care), helping simplify a feature-rich experience.
Feature Development for Phase 1: PCOS/PCOD Manager
A dedicated PCOS Manager was designed to personalize lifestyle, nutrition, and mental health guidance based on user-reported symptoms (from a curated list of 50+). This ensures care plans feel targeted and adaptive.
