ELBEE — Unfound Studio

ELBEE

Talking about 'it’, a platform for a new generation of sex education.

Sectors: Education, App

Services:

Competitor analysis, proposition, values, narrative & naming.
Visual identity; logo, typeface, graphic style & more.
Verbal identity; tone of voice, brand tags & hero messaging
Copywriting, motion, social media, UI, UX & digital prototype design

Understanding The Brief

Generations of inadequate Relationships, Sex and Health Education within the national curriculum has burdened the way people talk about 'it'.

Open dialogues about sex - often avoided - have traditionally been tainted by taboo. Talking about 'it' can be a confusing and difficult subject to approach. And when this happens with familial relations across different generations, the conversation is often awash with awkward metaphors or mis-informed judgements.

We were approached by a founder who wanted to change this. With an activist herstory, she has tirelessly worked to better sex and relationship education over two decades; as a mother, teacher and UNICEF partner. Rooted in the UN Convention on the Rights of the Child (UNCRC), we set about reimagining the narrative for parents and their children alike through an educational app that empowers users and encourages healthy conversations.

Finding The Unfound

We needed to create a brand that could become synonymous with sex and relationship education, liberating the topic from generations of shame.

Introducing Elbee, an always-on learning journey, designed to set sex ed free. By moving beyond exclusion and judgement, Elbee starts confident conversations with an app that empowers parents and young people to get the information they need.

Here for the whole family, the Elbee application is an open guide to safer choices. We created a new approach to learning through digital design while harnessing the existing power of trusted resources and support organisations. Replacing competition with collaboration, Elbee is the unique tool that brings clarity for users to learn on their own terms.

Under The Surface…

To mark the new wave of positivity the brand needed its own confident identity. We created a name that could more easily be used in conversation, just as a person's name is. So when people want to be better informed about 'it', they can go straight to Elbee.

Acknowledging the disparate perspectives of parents and their children called for a confident yet approachable tone of voice. Written brand communications are pitched to feel inviting, relaxed and informal, like a friendly host would be.

Without alienating or disengaging either audience we employed an asterisk device that confronts tricky topics and debunks taboo, like a private side chat at a party where ideas are personably unpacked.

…Into A Digital World

To realise the multi-channel potential of the Elbee brand, we worked on multiple aspects of its digital offering, designing the educational platform with a clear site map, detailed UX and engaging UI which culminated in the creation of a high fidelity prototype.

While taking visual cues from learning and social apps our audience are familiar with, we were able to create a digital world that encouraged dwell time, punctuated with assets from the Elbee brand. In this way we were able to translate brand personality into the app environment and map out entirely new learning journeys capable of delivering a more functional sex education curriculum.

Through internal digital design workshops, we created interactions that the brand would become known for, such as visually displaying learning progress without tiered grading and integrated playlists that help users focus. Importantly, we made these features usable within an interactive Figma prototype, designed for in-depth testing, providing proof of concept for investor buy-in.

Unearthing Value

Elbee now has a clear internal driver and engaging external communications to support individuals to form a healthy understanding of sex and relationships. In this way, Elbee is aligned with the ambitions of UNCRC, driving educational and the social rights that all children, young people and their guardians deserve.