28X Onboarding Intro Video
Shaping the visual language for an onboarding film that balances brand expression, product education and scalable motion design.
Case Study • 2026
Role: Visual Development • Storyboarding • Illustration • Motion Design
Deliverables: Storyboards • Style Frames • Hero Illustration • Motion Assets
Focus: Visual Storytelling • Brand Systems
28X is designed to make period tracking feel approachable, inclusive and trustworthy for a global audience. The onboarding film needed to introduce the app's core features while communicating its wider purpose: empowering users to better understand and manage their cycle through education, privacy and personal wellbeing.
The film needed to feel feminine yet grounded, avoiding familiar clichés to create something mature, accessible and welcoming across different ages, cultures and backgrounds. It also had to support multiple edits and localisations, ensuring the film remained effective for international audiences.
The Brief
My role was to translate these principles into a cohesive visual story. I developed the illustration style that defined the animation and led the storyboarding process, balancing detailed product information with clear, engaging storytelling.
Working closely with the motion team, I established a flexible visual system through style frames and motion assets that could adapt to different edit lengths, languages and future content without losing consistency or clarity.
The Approach
I landed on the visual style that married clean contemporary line work with simplified block colours. The intention was to bring the original 28X brand to life by incorporating the clean lines, bold colours and elegant shapes into a unique format that avoided the expected ‘cliche’ style choices.
Styleframes
The Butterfly
The butterfly is a defining element of the 28X brand, representing each stage of the menstrual cycle throughout the app.
I reimagined this existing motif into a simplified hero asset for animation, refining it to suit motion production. Designed with colour variations, each butterfly is paired with the character it accompanied, while acting as a consistent visual guide that led viewers through the film
Storyboards
Credit
Creative: Caillie Dimmiock • Brett Daveys
Design: Rebecca Ransom
Motion Designers: Andy Williams • Thomas Jackson • Rebecca Ransom