See Red

Identity & Website


Issues affecting women and people who menstruate are often misunderstood or obscured. In addition, the Australian healthcare, advocacy, and service landscape is unclear for both those in need of support and those providing it. See Red is a central information point for period healthcare resources and uterus-focussed experts, organisations and charities in Australia. See Red believes quality care and resources should be accessible to everyone.

See Red launched with two initiatives, the Red Pages and Red Pantry. Red Pages exists to help people and organisations working in the space connect with services, support, resources and each other. Red Pantry is a grassroots initiative guiding people to set up a Red Pantry with products in a bathroom they frequent to help those experiencing period poverty in the area.

Guiding concept

Bringing the health of women and menstruating people into focus


See Red’s name reflects the passion and drive behind the organisation. Period poverty is a prevalent issue in Australia, with the demand for accessible products well-outweighing supply. In addition adequate healthcare for women and people with a uterus underfunded and undervalued. The name also references the need for a realistic portrayal of menstruation. Periods are still seen as shameful and embarrassing, and inoffensive approaches with blue water or pink tea parties often prevails in public communication.

Amelia Cartmell
Grace Pointon
Web Development
Cody Wood

The guiding concept of focus is represented visually throughout the identity using focus circles, brushes and blurs.  See Red’s logo is direct and clear, conveying focus and integrating seamlessly across the brand’s applications. The red and brown in the brand’s primary colour pallet represents menstruation, while the highlight colours add a lighter dimension to the palette providing variation.


During the research phase, we spoke with people in need of support and those providing it and identified three key focus groups. Healthcare professionals, people seeking support and people wanting to help. Each group was further broken down between individuals and organisations and then separated into subgroups based on their specific context. We decided to focus on people seeking support conducting interviews, and creating ecosystem maps to better understand the landscape people have to navigate and the factors influencing their experience. See Red’s research phase is ongoing and guides the development of initiatives and resources.

A peer analysis helped See Red define its unique position and identify opportunities where it could be most impactful. Communication and exposure pose significant barriers to many organisations in the space leading See Red to include relevant resources in the Red Pages.