London-based agency That Thing has designed the visual identity for Britain’s first clinic for chronic pain – finally! The clinic uses a new treatment model that combines physiotherapy, psychology and medication.
Founded by a group of pain specialists and using a new treatment model, Leva will be the online chronic pain clinic, aiming to help people with persistent pain lead a better life.
Chronic pain is surrounded by stigma and taboo with those who suffer often being labelled as lazy or simply being misunderstood in regards to their lifestyle or lifestyle limitations. Leva aims to counteract traditional approaches with accessible help and realistic strategies that can be implemented at home.
The clinic is also pioneering research into new treatments for pain and is part of the Twenty21 project, the largest observational medical cannabis study in Europe.
Lena has been teaming up with design agency That Thing for over six months in order to develop the perfect visual identity. According to Joe Weir, agency co-founder, “Leva presented a great challenge: how do you create a brand that mixes a real caring humanity with expertise and rigour? We knew it couldn’t feel too soft but it couldn’t feel too clinical either. The result walks the line and is helping Leva to reach an audience that needs them.”
After naming the product ‘360 care’ and breaking down the treatment into ‘Mind, Movement, Meds’, the agency created a logo that reflected the clinic’s triangular approach to patients’ treatment. The rest of the design system is divided into two parts: soft and nurturing, and accurate and disciplined.
Leva’s caring approach stresses the importance of gradual, gentle change and That Thing enhanced this focus via warm gradients and diffused auras. “Our auras can be used as background textures, holding devices for photography, or as infographics to explain scientific detail in engaging ways” says Joe.
That Thing and Leva are also concentrated on transparency and empathy. Stylised animations are rooted in clear, factual messaging about the ways Leva tackles pain and offers support.
“To help evoke the feeling of pain, we reversed our design language and created a moody dark mode. Soft, free-flowing auras are contained within the typography, precluding the core ‘peaceful’ identity which becomes the pay-off,” says the agency.