phase is an inclusive and educational period tracking app that strives to end the period taboo by teaching everyone about menstruation and fertility health.
Project Type: Speculative Brand
![](https://freight.cargo.site/t/original/i/5c05da158b832da1794218e8643211f5e26d2d59b2fe6c2a5b94f00532852fec/phase-logo.jpg)
![](https://freight.cargo.site/t/original/i/9593a5f209528d80a8aa2d8b636c75b82fcffe8b15e89451463abec3a34f1bae/Tagliarino-Branding-with-Empathy5.jpg)
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phase’s mission is to provide anyone and everyone with comprehensive fertility and health resources, to help people understand and care for their bodies. Many period tracking apps are geared toward cis-gendered women and use floral imagery, more feminine color schemes, and female pronouns.
phase seeks to escape this by using lunar symbolism and more gender-neutral colors. phase also uses the gender-neutral pronoun ‘they’ across all communication.
![](https://freight.cargo.site/t/original/i/51c4c31e3a3daf4c32f293caa3b88277df1d4b64e61687fcb8f6cac4d11ebd41/App-Sketches-for-presentation-05.png)
![](https://freight.cargo.site/t/original/i/10ad02d7bd844c75a6c15566a3e9b20e0669c2f77cb9005ee3913c28222b5343/App-Sketches-for-presentation-06.png)
![](https://freight.cargo.site/t/original/i/533244d4bf614110c71fd5a7fc4730e2002c80ddc9cb24e17fece4ff63c267e0/App-Sketches-04-copy.jpg)
The app interface is modern but easy to navigate. Despite containing a wealth of information and resources, users do not feel inundated or overwhelmed. Instead, welcoming and inclusive language is used to lead users through the process in a sequential manner. On the home screen, users can track their menstrual cycle at a glance, with options to navigate symptom-tracking and other information more deeply.
![](https://freight.cargo.site/t/original/i/09b0c117b0b539b8dc6b94caf44f8b18f2619084f09cb6b716a51f2bc15671ce/phase-website-1.jpg)
![](https://freight.cargo.site/t/original/i/fb6aedcd3fce44cd6d7d439fb3aef68e4f6ac8f231fdbc5fdf71fb7d7accaa8e/phase-website-2.jpg)
![](https://freight.cargo.site/t/original/i/63a5ef56f1f595ad20d19851ae97b6a011923b42e78ee37ad3a286f708f60544/phase-website-5.jpg)
![](https://freight.cargo.site/t/original/i/6ead6f6788d2404118e54adb7df1388a06c0d083dc1db6a44b70427afc0c2b88/phase-website-4.jpg)
The desktop interface mirrors the structure of the app, although phase does not offer menstrual tracking on desktop. Users can navigate a wealth of information and resources with the same helpful, welcoming tone the app uses.
![](https://freight.cargo.site/t/original/i/0e449e4dd52b63daf33ce461d01ad8963a6684cc1d6bea7738b44a76ae7be88e/Instagram-mockup-01.png)
![](https://freight.cargo.site/t/original/i/38177d6c84e3c0eaba150316b8573740ac9cb523da5ac92ec1f38fe2957c5daf/pad-and-tampon-pattern_Artboard-5.png)
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![](https://freight.cargo.site/t/original/i/3760f1238ff7ec724216bb3a057c5f41420c12b95fa4f0247eca86182d5ed108/Social-2.png)
phase’s online presence is fun and informative. The content is interactive, drawing on social media to help foster a strong community and create awareness. Although the tone is casual, messages remain respectful and professional at all times.
![](https://freight.cargo.site/t/original/i/96fb16780381e79151b942caa5324673cb74bc34783bbe01bfb03354381be26c/Overhead-Subway-Ad.jpg)
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An ad campaign employs a playful tone and consistent branding to draw prospective users in and create further awareness of phase’s mission.