Frey FreY
Illustrative branding & merchandise design
Project Overview
This is a project I wish never needed to exist, but one I feel incredibly honoured to have been part of.
Freya was born with Tay-Sachs disease, an extremely rare genetic condition affecting approximately 1 in 360,000 children. Believed to be the first diagnosed case in Hong Kong, her story inspired a mission much bigger than one family.
Freya's parents approached me to create a bold and joyful brand that could shine a light on this rare disease while celebrating Freya's extraordinary spirit.
While the circumstances behind the project were heartbreaking, the brief itself was surprisingly uplifting. Freya and her condition has given all those around her a unique way to see life and, of course, be thankful for her. So we worked together to create visuals that reflected this.
We made use of bright colours and playful illustrations to celebrate the love, warmth and joy Freya has already brought to the world. Subtle references to the distinctive cherry-red spot associated with Tay-Sachs disease were woven throughout the creative direction, creating a meaningful visual thread for those familiar with the condition.
The illustrations became the foundation for an expanding collection of fundraising and awareness materials, including merchandise, event collateral, digital communications and a limited-edition wine label developed in partnership with Auld Family Wines.
Each touchpoint was designed to help tell Freya's story, raise awareness, and encourage support for families affected by rare genetic diseases. Projects like this are a reminder that illustration has the power to do far more than communicate… it can connect people, inspire action, and help important stories reach a wider audience.
It has been an absolute privilege to help bring Freya's story to life through colour, illustration and design. 🌈🤓🤍
