Hedonia. Brand Strategy, Manifesto & Tagline, Visual Identity + website.
Hedonia 1; Anxiety and Depression 0.
Our recent work for Hedonia was, well, a lot of fun – quite literally. That’s because we delivered their entire brand along with marketing materials, original illustrations, the story, tagline, website, presentation and investor decks, a one-pager and more – all for a new mobile game platform.
But this isn’t your typical game – far from it.
Depression and anxiety are everywhere today – 45 million people suffer from these conditions in the US alone. And over 80% of them – more than 36 million mothers and fathers, sisters and brothers, sons and daughters – don’t receive any kind of treatment.
After more than a decade of research, Moshe Bar, a Harvard professor of neurology has developed a whole new approach to treatment called Facilitating Thought Progression (FTP). Through various question-and-answer games you play for just a short period each day, FTP disrupts the cycle of negative thoughts that characterize anxiety and depression – and over time, help you feel better.
A new approach to mental well-being demanded a new approach to storytelling and, indeed, visuals. We were especially excited to create a series of original illustrations bringing to life abstract concepts surrounding treatment. With a very personal, hand-drawn style, these illustrations separate Hedonia from their competitors while connecting them to the patients they are hoping to reach. Each one is an invitation to spend a few enjoyable moments in pursuit of the tagline’s call to “Play your way to well.”
The Hedonia team really needed a different approach to brand their revolutionary idea. We worked closely with them as true partners (our signature approach), getting to the bottom of what they do, how they do it and for whom, culminating in a distinct brand position and a brand story that revolves around FTP. We then built out an entire visual identity that stands out clearly in a crowded market of digital therapeutics and “next big things.”
In addition, we delivered corporate stationery, an investor presentation, a B2B presentation, a company one-pager, and a website, all with a refreshing and uplifting look and feel. Hey, medical illustrations didn’t hurt either.
Anxiety and depression are ubiquitous in our society — almost as common, in fact, as people indulging in a brief game break on their phone. Using one to combat the other was a stroke of true genius…and we felt great to be able to play a part in it.
