Story Leaf uses digital art to make complex health information clear, human, and accessible. Photo: Story Leaf
In a region facing a growing HIV crisis, one graphic designer’s work is helping shift the conversation. For Kyujin Han, every line, every color, and frame of design is never just art. It carries the responsibility of translating information that often remains tangled in fear, misinformation, and stigma.
As Lead Graphic Designer at Story Leaf, Kyujin knows that the visuals he signs off on and develops with their team will be seen not just by thousands, but by millions of people who are scrolling through Instagram, TikTok, and YouTube. In a digital space where attention spans last only seconds, Story Leaf’s content must do more than catch the eye. It must communicate complex, sensitive health information with accuracy, empathy, and care — especially in a region that urgently needs new ways to talk about HIV and health.
Because behind every like, share, and view is someone trying to understand their own story, their choices, and their future.
When art becomes a lifeline
Across Asia and the Pacific, HIV remains an important public health concern, with the Joint United Nations Programme on HIV/AIDS (UNAIDS) reporting recent estimates showing around 6.9 million people living with HIV in the region in 2024, accounting for nearly a quarter of new infections globally.
In the Philippines, the number of new HIV diagnoses has climbed dramatically over the past decade. An estimated 252,800 Filipinos are living with HIV in 2025. Young people make up a large share of this: Around one in three diagnoses are between the ages of 15 and 24, underscoring the persistent gap in awareness and access to services among youth.
These figures are more than numbers. They represent individuals navigating their health journeys in environments where conversations about HIV can still feel uncomfortable or stigmatized.
This was the world Kyujin stepped into, not as a public health expert, but as a designer. Yet in that role, he found a way to help make complex information about HIV accessible, engaging, and human.
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Where art meets advocacy
Kyujin didn’t set out to be a public health communicator. Growing up in South Korea, he was drawn to graphic design for its ability to organize ideas visually. But a volunteer project during college, where he designed information materials for a community initiative supporting single mothers, changed his perspective.
It was the first time he saw how design could directly affect someone’s daily life.
He realized design wasn’t just about aesthetics; it could help people solve problems, understand complex concepts, and feel seen. It inspired him to think differently: What information needs to be understood, and how can design help make that information understandable and accessible?
“Design can help bridge the gap between complex information and the people who need it. It’s communication with purpose and intention.”
That belief eventually led Kyujin to Story Leaf, a nonprofit founded in 2020 that merges medical accuracy with creativity to make health information engaging, youth-friendly, and stigma-free. At Story Leaf, he leads the visual identity of key series that explore topics like HIV prevention, testing, stigma, and well-being.
His role goes beyond developing eye-catching content. He reviews visual drafts, ensures clarity of messaging, and works closely with writers and health professionals to strike the right balance—making sure information is accurate and understandable.
Designing with purpose
At Story Leaf, every visual decision carries intention.
The Living Well series, for instance, features short-form animated explainers designed specifically for digital platforms and breaking down HIV-related topics into clear, accessible visuals. The series follows a recurring character named Jamie and navigates topics like HIV testing, prevention, treatment, stigma, and relationships—topics many young people still hesitate to discuss openly.
Designing for this space requires sensitivity. HIV remains deeply stigmatized across parts of Asia. Even when accurate information is available, fear and cultural silence often drown it out.
“People don’t always want to see content about sensitive topics like HIV,” Kyujin shares. “But creative, thoughtful visuals can help make it feel safer and less intimidating.”
Jamie’s character is intentionally designed with inclusive, neutral features. Layouts are clean. Language is simple. Nothing feels clinical even when the topic itself can be heavy.
“We want anyone seeing this to see a part of themselves,” explains Kyujin. “Wherever you’re from, it matters that you feel the message is meant for you.”
Behind every episode is careful collaboration. Kyujin works closely with medical experts to identify what audiences need to know about HIV and to review the accuracy of each piece. From there, Kyujin and his team translate those key points into visuals that don’t feel overwhelming and feel more approachable.
In that delicate space between expertise and everyday understanding, design becomes translation—and translation builds trust.
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Beyond metrics
The numbers matter. But for Kyujin, the real impact of their work shows up in the feedback and the stories they receive from their audience. A message from a young woman thanking them for explaining PrEP in a way she finally understood. A comment from someone who shared the post with a friend because it “made the topic less scary.”
The comments they receive from the audience don’t just validate their work; they also help shape it. Kyujin and his team pay close attention to questions and recurring themes in comments, using them to inform future content. If viewers are confused about prevention methods, that becomes a focus. If stigma surfaces repeatedly, it becomes something to address visually and directly.
“That feedback is information,” Kyujin says. “It tells us what people are curious or confused about. It helps us shape future content.”
In that way, Story Leaf is not just publishing content. It is listening and responding.
The future of purpose-driven design
Story Leaf’s growing reach reflects a broader shift in how health information is delivered. Younger audiences expect honesty, clarity, and authenticity.
By combining medical credibility with thoughtful, human-centered design, Story Leaf has carved out space for open conversations about HIV, a topic long burdened by silence and stigma.
At the center of its visual identity is a designer who believes clarity can be transformative. Kyujin encourages young creatives to look beyond aesthetics — to understand the medical and social realities behind the content they create. In public health communication, curiosity can be as important as creativity.
The culture he hopes to foster is one where designers see themselves not just as artists, but as communicators with responsibility.
“If millions of people are understanding what we’re saying because of how it looks and feels, then we’re finding that balance between communication and impact.”
He doesn’t wear a white coat. But in the scroll-driven world of digital media, his work is helping millions move from confusion to clarity, from silence to conversation. Because when design is rooted in empathy, it does more than inform. It reassures and empowers.—Press release via Story Leaf/MF
Story Leaf is a non-profit organization committed to advancing education and raising awareness about socio-political health issues through entertainment media. Its goal is to establish a global network that allows people to connect, learn, and find inspiration by instantly accessing our news, articles, and videos, ensuring quick access to a wide range of information. Follow Story Leaf on Instagram, YouTube, and TikTok, or visit the website.
