Bloom

Bloom is the key design outcome of my graduate research in the Master of Design program at Emily Carr University of Art + Design in Vancouver. Titled More Than a Period, my research explores the role of design in social discourse about menstruation culminating in the creation of two interconnected menstrual communication networks–Bloom Club and Bloom Talk.

The flower icon, incorporating symbolic blood drops as petals, visually communicates the essence of blooming and the diversity in menstrual experiences through eight shades of red petals. The brand palette, utilising pastels as the base for stronger colours, contributes to a light, fresh, and inviting visual language.

Bloom signifies a transformation from youth to adulthood.

Bloom signifies a change from negative perceptions to positive attitudes towards menstruation.

Bloom signifies an emergence of agency and empowerment toward reclaiming the damaging narratives that regulate women’s bodies and bleeding experiences.

Bloom signifies a blossoming into powerful, confident, responsible, and empathetic individuals who are striving towards de-stigmatizing menstruation.

Bloom Club is a vibrant and inclusive community dedicated to dismantling the stigma around menstruation through inclusion, allyship with non-menstruators, and playfully provocative advocacy.

Bloom Talk is an experimental form of practice-based research that intersects digital communication, broadcasting, health, and community building, aiming to break the silence around menstruation.

My graduate thesis More than a Period, adopts a practice-based methodology led by an auto-ethnographic, reflective, and activist-driven approach to menstruation communication. Informed by 16 years of lived menstrual experience and a background in designing for menstrual healthcare, this research exemplifies a dynamic field of practice, utilising tacit knowledge to investigate the psychosocial condition of menstruation.

Through an intersection of feminist action research, participatory workshops, discursive artefacts, arts-based research, and graphic communication, I aim to empower individuals, foster inclusivity, and make meaningful contributions to women’s reproductive health and well-being. The goal of this research is to contribute to a more inclusive, equitable, and empathetic world led by intersectional feminist perspectives, embodying the principles of a “liberatory period future” (Clancy, 2023), where menstruation is embraced as a natural aspect of life.

Key Research Questions:
• How can we create meaningful, positive, and open communication about menstruation?
• What design strategies can be used to remove the socio-cultural stigma around menstruation?
• How can we safeguard the physiological and psychosocial needs of menstruators?
• What contemporary rituals can be designed to empower menstruators?

Download Full Thesis Document