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FreeStyle Libre
Speculative Rebrand
Pratt Institute - Senior Thesis
In my thesis, I explored the societal misconceptions and negative connotations surrounding diabetes. People often believe diabetes to be caused by eating too much sugar or being overweight. Thus, it is typically seen as a self-inflicted disease, garnering little to no collective sympathy or understanding towards those with diabetes. In reality, diabetes can have a plethora of causes, many that are out of the individual’s control (i.e. genetics). There is just a common lack of education and awareness surrounding the many facets of diabetes.
I principally focused on glucose monitors, more specifically the FreeStyle Libre, regarding the aspects of inclusivity, aesthetics, and functionality. The FreeStyle Libre sensors are whitish, round devices with a small needle that can be inserted into the back of the arm. It also comes with a ‘reader’ that scans the sensor for a blood sugar level reading. They only need to be replaced every two weeks. This eliminates the need for daily (painful) finger sticks, which involves pricking the finger with a needle to extract a drop of blood. For this reason, the FreeStyle Libre is a painless and effortless way to aid diabetics in managing their sugar levels.
Despite the positives, there are also some misunderstandings and faults present. For example, many people are unaware of what these glucose monitors actually are and make their own assumptions as to why someone is wearing the device on their arm. Moreover, if they do know that the device is used for diabetes, it can also lead to them judging the individual due to the aforementioned misconceptions about diabetes. In this situation, the FreeStyle Libre becomes a clear indicator that the person has diabetes, when it is otherwise an invisible disease. Additionally, the FreeStyle Libre only comes in a white color that would be compatible with a white person’s skin tone. This lack of diversity completely ignores the fact that people of color are disproportionately diagnosed with and affected by diabetes, especially within the black community. Furthermore, the FreeStyle Libre can get caught on clothing and be inadvertently ripped out of an individual's arm, which can be quite painful and costly. Lastly, the FreeStyle Libre is not aesthetically pleasing. It is a very medical looking device, and is not something that looks exciting to wear. Thus, it stands out even more and can lead to added embarrassment and shame within someone who is a diabetic.
These are the central aspects that propelled my thesis.
(View PDF below to see my process log.)