23ANDME
23ANDWE

*student work

Those who are mixed-race face an internal struggle with identity. (Take it from me.) Not fully belonging to one ethnic group or another often leads to feelings of isolation.

23andMe defines identity from a genetic standpoint. While it puts your racial identity in fine print, it does nothing to remedy multi-cultural people’s internal conflict.

It’s time a data-driven brand goes beyond the expected and tells those who feel caught between their parts that they’re more than the sum of them.

Art Director + Photographer: Helen Hulsey
Copywriter: Catherine Lindberg

★ AAF Austin ADDYs Bronze - Print Campaign ★

CAMPAIGN LAUNCH VIDEO

PRINT

When designing the layout of the print ads, I used a double exposure technique in order to show the duality and intersectionality of identity that mixed people feel. All photos were taken and edited by me, all faces belong to my mixed friends and classmates.

OUT OF HOME

WEBSITE EXTENTION
23ANDWE CONVERSATION FORUM

After getting your 23andMe results, a suggestion will pop up for those with mixed-race backgrounds directing them to an online forum within 23andMe’s site, a designated space for mixed people to talk freely amongst each other. This will also be open to the general public as well so it is not exclusive to people who buy a 23andMe kit.

EXPERIENTIAL
MIXED FEELINGS

Using the responses from the conversation forum, we will install an exhibit to display 23 different feelings that describe the mixed-race experience. The back of each screen will display different cards with responses from the forum, with the contributor’s 23andMe results on the other side, if applicable.

Viewers who can relate and wish to add their own experiences can tweet with the hashtag #23andWe for their response to digitally populate on the screens.