PORTFOLIO
ABOUT
SUBSTACK
Challenging the power and politics of tech.
Challenging the power and politics of tech.
Alison Abate Black
Brand Design & Art Direction
The Maybe works to dismantle dominant narratives and elevate new voices to expand what’s possible.
Sunfish is helping self-pay IVF patients with transparent pricing, bundled discounts, and a partial money-back guarantee.
IVF is hard, navigating it shouldn’t be. Our goal was to bring the Sunfish mission to life in a way that feels warm and supportive. Earthy greens and optimistic accents create a sense of calm and trust while golden, sunlit imagery and gentle, nature-inspired graphics are emotionally in-tune with what people on the IVF journey are going through. The new brand reinforces Sunfish’s role as a trusted guide, bringing light to an often-challenging path. Our design strategy was the foundation for a brand experience that’s not just functional, but deeply human.
RESULTS
Sunfish re-launched in June 2025
MY ROLE
Visual Strategy & Art Direction
Brand Design
THE C42D TEAM
Brand Strategy Clinton Barnes
Digital Design TJ Knight
Illustration Ivan Haidutski
Brand Guidelines
Hummingbirds symbolize resilience, joy, healing, and vitality, representing the ability to adapt.
BRAND FOCUS
Shaping New Narratives
Creative Direction
Visual Strategy
This design direction strengthens the Sunfish brand by translating its mission—making fertility support more accessible and compassionate—into a visual language that feels both grounded and hopeful. The color palette plays a central role: deep and mid-tone olives convey resilience and growth, while citrus yellow and periwinkle blue introduce brightness and emotional warmth. Golden accents evoke optimism and possibility, and soft neutrals bring a sense of maturity, clarity, and transparency. Together, these hues create a calming, trustworthy atmosphere that mirrors the emotional depth of the fertility journey. Combined with sunlit imagery, nature-inspired forms, and approachable typography, the design reinforces Sunfish’s role as a reliable, empathetic partner—elevating the brand experience with care and intention.
PERSONALITY
Vibrant
Considerate
Approachable
Knowledgeable
Accessible
Brand Guidelines
Hummingbirds symbolize resilience, joy, healing, and vitality, representing the ability to adapt.
COLOR PALETTE
Highlighting what’s important.
Highlighter Yellow is The Maybe’s brand color, infusing positivity, creativity, and excitement, reflecting a forward-thinking approach to AI. They highlight new voices, new people, and new topics people don’t regularly hear about. Chocolate brown serves as a warm, sophisticated alternative to black, grounding the palette with a sense of stability and approachability. Paired with a vibrant secondary palette, this combination celebrates those new voices, people, and ideas—embracing their freshness and breaking down the intimidation often associated with the unfamiliar.
