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A research report exploring the effect lockdown had on the sex lives of men who have sex with men.

University of Salford

The University of Salford wanted to publish their research into the impact of the Covid-19 pandemic on the sex lives of men who have sex with men.

This report also explored changes in behaviour with respect to relating during lockdown.

We wanted to give a sense of clarity and open-mindedness to such a progressive report through creating a design system which felt inclusive and easy to navigate whilst still feeling fun and engaging.

Project summary

  • Concept development
  • Graphic design
  • Digital design


The report needed to appeal to both professional and public audiences, so we developed a creative approach based around a duality of colour to challenge the traditional narratives around sexuality - drawing on the experiences and stories of the people who took part in the surveys. The creative used a duotone theme, with lots of imagery, pull-out quotes and visualised data to make the academic content more accessible and enjoyable to navigate.

We detailed key timeline information that contextualised the data, such as Covid-19 rates, socio-economic and political influences, and changes in the rules throughout England, Wales, Scotland and Northern Ireland. We worked with the client to generate the alt text for photography, drawing on their subject expertise and being mindful to represent every gender, identity and person appropriately.


Besides a happy client, the project was widely shared across multiple platforms and positioned the University of Salford as a thought leader within the space of behaviour and sexuality.

"A very big thank you for all the work you and the team have put into the report for us. And also for your kindness and flexibility. We are all over the moon with how it turned out and your team have been crucial to that."

Professor of Digital Society

University of Salford

Inside the MSM report.
Results from the MSM report.
Further results from the digital campaign.