The TELL Tool™, created by researchers from University of Michigan, is the first digital resource designed to help families confidently navigate conversations about donor conception while advancing the health and well-being of donor-conceived families and their broader genetic kinships. I was tasked with rebranding it to consider how a warm, approachable visual identity could build trust, reduce stigma, and better reflect compassion, family-centred support, and scientific credibility.
Role: Designer, Researcher
Goal: Rebrand the TELL Tool™ to make conversations about donor conception feel more approachable for children and families.
