Design research & rollout
True (formerly Family Planning Queensland) have been Queensland’s sexual health champions since 1972, offering a wide range of clinical care, sexual violence counselling and community and professional education. Traditionally, the communications team developed content around key service pillars. However, to enhance the experience of those engaging with their services—particularly individuals in crisis—True recognised the need for deeper insight into how people interact with their communications and what influences their overall experience.
We engaged both staff and service users through interviews and small workshops, which informed the development of ecosystem maps and an AI-powered Knowledge Hub. The Hub allows the True communications team to easily access verbatim insights from the people they support. A key finding from the engagement was the need to segment audiences based on whether they were seeking support for themselves, for someone else, or in a professional capacity.
A deeper understanding of True’s audience shaped both the organisation’s visual and verbal identity and informed significant updates to touchpoints, including the website. True’s Knowledge Hub now houses over 200 unique insights and will continue to grow and evolve as the team learns from the people they serve.
“Myla's strategic thinking and creativity transformed the organisation’s website and visual identity, significantly improving the brand’s communications. Her leadership throughout the engagement process helped shape a more inclusive and inviting clinic experience. She is a pleasure to work with and brings a high level of professionalism, empathy, and creativity to everything she does.”
Katie Norbury
Marketing and Communications Manager
True Relationships and Reproductive Health