Shine Bright.

The Bijou Project is an online educational tool designed to assist HIV-positive young men of color (LGBTQ+, age 16 – 24) in their long-term health and HIV management, with the goal of sustained viral suppression. Bijou was designed as a collaboration between researchers at University of North Carolina and Impact Marketing + Communications as part of a Ryan White Part D supplemental grant.


When UNC approached our consultancy to help design and develop a health-management app for this vulnerable audience, we felt it important to create an experience that was comforting, affirming, and empowering.

Through extensive dialogue with the medical staff on the UNC team and a select group of anonymous target users, we also identified a need to reflect digital spaces already familiar to this young audience while addressing their unique needs of HIV-specific care and wellness.

We took visual and naming cues from the most popular mobile apps among this group: Lyft, Grindr, Snapchat, and others. We assessed the common qualities of these brands (enigmatic brand metaphors, engaging color spaces, language and tone) to guide our way toward creating a product our group would feel familiar with and safe using.

The scope also involved a gaming component; how could we use game structure, combined with educational content, to make users want to learn and complete the program?

From the appearance to the interaction to the completion, we wanted Bijou to look completely different from how HIV is historically treated (less mourning and no red ribbons). This is to reflect a holistic, wellness-first approach, focusing on HIV as a manageable condition. Living with the diagnosis can be difficult, and the content addresses that with candor. But being positively empowered to take control of our health saves lives, and we wanted to amplify that.

Concept + Brand Metaphor

We settled on a brand name that reflects these qualities we identified (punchy, vibrant, enigmatic): Bijou.

Bijou is French for little jewel. It is precious and valuable and worth the care to maintain its beauty, as is the health of the person coming to Bijou with the intent to learn to manage the disease. Your health is precious, and so are you.

Logo Exploration & Final Mark

Bijou Logo Exploration


Brand Book Sample

Bijou Brand Book view 1

Bijou Brand Book View 2


Product Design

User Journey + Brand Environment

Bijou has 6 health and wellness-related sessions. Starting with Session 1, the user engages with the content of each session and performs an activity to advance to the next.

Each of these sessions is represented by a jewel tone and a session designator, and it helps the user know where they are in the program and how far they need to go to complete the program.

Session Indicators


Each Session includes Medium-type conversational articles about the session topic (written by UNC medical staff), in addition to a variety of short “Ask Dr. Lisa” videos.

In these clips, Dr. Lisa B. Hightow-Weidman, MD answers common questions — both FAQs and user-submitted — addressing everything from diagnosis to nutrition, mental health to enjoyable safer sex, in a candid, conversational way.

After each Session, the user reflects and integrates the content via a variety of activities to earn a completion score, gain points, and progress to the next Session.

As they progress, their chosen avatar changes slowly from a simple line shape to one of more depth and detail. At the end of the program they receive a Certificate of Completion signed by Dr. Lisa and her supporting staff.

Session Intro



Session Topic


Session Topic – article detail


Gamification + Community Building

UNC and Impact collaborated to introduce semi-collaborative gaming elements into the system to entice users to finish the program while establishing a community amongst themselves. In addition to chat rooms, forums, and video Q&As, another way we accomplished this was through user avatars. As the user progresses through the system and earns points, their chosen avatar changes from a simple geometric gem shape to one of greater depth and color. As users interact with each other, they can see how far along they are in the program by their avatar, and provide encouragement to each other to keep going.


I spoke about this project at the 2016 Ryan White Conference on HIV Care and Treatment. Some of the topics I covered included reflecting commercial-sector trends to create familiarity in the public-sector space, using game design to encourage engagement, product branding that reaches people where they are, plus practical issues like how to find stock photography that is genuine when photoshoots aren’t an option (due to privacy and other concerns).

Name creation and branding, logo and avatar design, website design, creative direction and prototyping, user experience design. 2016-2017.