This is a visual identity for the breast abnormality scanning device by James Dyson Award Winner 'Dotplot'. In collaboration with Dyson Creative Team, Ben Charman, Alice Daniells, Morgan Heartley and I took on this incredible brief to create: O•ME
The Identity
o•me device and app
o•me logos for different touchpoints
o•me website
o•me Apple Watch UI/UX
o•me social media
o•me app UI/UX
o•me London Underground poster
o•me gym poster
o•me pop-up trial stand
o•me routine-based posters
o•me calendar, measuring tape and bag
o•me packaging and pamphlet
o•me Tik Tok & Snapchat filter
o•me Bitmoji
o•me + Spotify playlist
The Design Process
What's the brief?
"Create a visual identity for the Dotplot"
What is Dotplot?
The James Dyson Award Winning device, Dotplot, has developed the first at-home breast health monitoring device. It's paired with a mobile app which allows users to track changes in breast tissue density with monthly scans and share detailed reports with healthcare professionals.
The visual identity for Dotplot's breast health device needed to include:
A device identity
A messaging hierarchy
Device product packaging
Device user instructions
Social media campaign
A device app.
Our branding also had rules:
Do not use pink as the main color.
Avoid saying the device detects breast cancer; it detects growth in breasts, whether the growth is cancerous or not.
Dotplot doesn't replace GP appointments, reduce NHS breast screening burden, or address wait times.
Avoid using the terms 'Diagnosis' or 'Diagnostic tool'.
Dotplot is an early warning system that identifies abnormalities, but doesn't diagnose them. Don't use the term 'patient' when referring to Dotplot users; instead, refer to them as users, customers, audience, or similar terms.
Our job was to figure out:
Who, Who? When? Where? (demographic, area, shops/at home)
Audience, Location, Channel
Design for the audience
Initial Sketches from Dyson
Initial App Design from Dyson
Existing Imagery from Dyson
From our research, we found a couple key bits of information:
In the UK, 55,000 women and 400 men are diagnosed with breast cancer every year.
Checking for breast abnormalities is not associated with taking care of yourself.
Most women will recieve their first breast cancer screening when they turn 50-53 years old.
For competitors, scanning felt scary and didn't flow into the user's routine
Outside of mammograms and clunky bra accessories, the Dotplot device is the most efficient and friendly way to check your breasts. We wanted to create a brand for Gen Z women to encourage them to check their breast regularly.
Moodboards
Market Research
Target Audience User Persona
o•me name brainstorming
The psychology behind the name: o•me
Key Takeaways
Instead of scanning feeling scary like with other products, we made O•ME fit right into the "Everything Shower", turning it into an something that fits into our target audience's routine.
This reduced the stigma around checking, becoming an act of self-care through playful and friendly graphics, fun filters, and a smooth app experience.
Since most women don’t get their first screening until their 50s, O•ME helps bridge that gap by encouraging earlier, regular self-checks before formal screenings start.
This was a huge success! In just 9 days, we created a real contender for the brief. Our group faced the most challenges. First, a member dropped out, and the next day another group decided on the same name as us! Despite the odds, we really came through and absolutely smashed this out of the park. We were a very close second, we just needed more improvement to our social media. I’m very proud of this amazing outcome, and I hope I get more amazing briefs like this one in the future!
The team presenting: o•me! Left to right: Morgan, Me, Alice, Ben
