WHERE clinical care MEETS WELLNESS

Project: Innermore Health Branding
Date: 2022

ROLE: Head of Brand

Deliverables: Research, Concept, Strategy, Naming, Visual Identity, Brand Collateral, Copywriting, UX/UI Design

Innermore Health is a modern eating disorder care startup that was researched, developed and test-launched as part of my role at Cold Start Ventures. Collaborating with a small New Ventures team, I led the brand creative components through the initial concept discovery, strategy and design of all required touchpoints for early market validation.

Brand Strategy

Initial Discovery

During the opportunity discovery phase of this project, we learned of an alarming statistic: 90% of people suffering from eating disorders go untreated.

Reducing this percentage became a core brand mission and a rallying cry for the entire team.

From treatment to wellness

Problem: After conducting user interviews, it was clear that we were meeting people in a complex environment. A space where countless social pressures, a sense of shame, and a lack of awareness have been preventing people from seeking treatment.

Solution: Transform the way we present EDO treatment, making it feel more like a wellness lifestyle brand than clinical care. By reframing this narrative, we open the door for people to learn more about their condition and inspire them seek treatment without stigma or shame.

Brand Identity

Approachable. At Ease. Inspired.

We designed a modern wellness brand that shifts the perception of clinical care to everyday wellness. Our goal was to create an identity that would speak to our audience of 20-40 females while also allowing entry-points for a diverse group.