Weight management is moving through a fundamental shift. GLP-1 medication has changed what is medically possible, but the culture surrounding weight loss has struggled to keep up. The old category was built around dieting, restriction and willpower. The new one increasingly treats medication as the entire answer, reducing healthcare to a prescription, a subscription and a delivery box.
The reality is more complicated. Hormones, stress, sleep, work, family and changing bodies all shape health, particularly through perimenopause and menopause. Yet much of the category still presents weight as a simple equation to solve, rather than something connected to the complexity of everyday life.
Curate was built to create a third way. A women’s health brand combining clinical rigour with behavioural science, adaptive tools and a much more empathetic understanding of how change actually happens. Starting with GLP-1s, but reframing medication from the destination into the foundation for something more lasting.
A design system that feels observed, not imposed. Edited, but not over-authored. Human, because it allows people to sound like themselves.
A vernacular of human expression
To build a brand around human-first journalism, we needed a visual and verbal language that felt as close to real speech as the films themselves. So we looked to Jeffersonian transcription: a system used in conversation analysis to capture not just what people say, but how they say it. The pauses. The overlaps. The hesitations. The emphasis. The moments where meaning appears in the way something is spoken, not just in the words themselves.
This became the foundation for Human’s brand world. Rather than polishing every story into a clean institutional voice, the identity embraces the texture of expression. Speech marks, pauses, interruptions, fragments and emphasis become part of the visual language. A design system that feels observed, not imposed. Edited, but not over-authored. Human, because it allows people to sound like themselves.
Global Stories, Human Scale
The result is a brand that carries the emotional intelligence of the films into every touchpoint. A journalism brand built from the vernacular of real testimony. Not headlines from above, but stories from inside the experience. A visual language that makes room for uncertainty, personality, contradiction and truth as it is actually spoken.
The result is a brand that carries the emotional intelligence of the films into every touchpoint. A journalism brand built from the vernacular of real testimony. Not headlines from above, but stories from inside the experience. A visual language that makes room for uncertainty, personality, contradiction and truth as it is actually spoken.
Credits
Creative Direction:
James Sedgwick-Yeung
Design Direction:
Avi Bamra
Design:
Oliver Dell, Adam King
Motion Design:
Avi Bamra, Adam King
3D:
Matt Gilbert
Strategy:
James Sedgwick-Yeung
Client Team:
Curate
Next case study
Drop your challenge on our desk
What are you here to achieve? What's getting in your way? Drop us your challenge and we’ll tell you how to turn brand into an advantage, what needs to change, and whether we are the right people to help.
Book a consultation call