Plume

The Challenge: Name a pioneer in gender-affirming care for the trans community.

Receiving gender-affirming care is nothing less than challenging. Many doctors are reluctant to prescribe it, and visiting a facility can be downright dangerous. This has forced many patients to receive care in other ways, sometimes illegally, simply to avoid this experience. Plume (formerly Mariposa) is a trans-founded, gender-affirming healthcare company that’s shining a positive light and a needed service and community in this space.

Plume references a feathered quill, symbolizing the writing of one’s own story. I led the naming strategy, and am honored and humbled to have worked with the Plume team.