The approach to treating cognitive diseases hasn’t changed much over the past 50 years. It revolves around new medications that often contain the same ingredients. For the millions of people living with cognitive impairments like ADHD, autism, multiple sclerosis, or depression, the primary treatment always involves a pill, and many times, lots of them.
But a revolutionary new company called Akili is changing the way medicine works by effectively treating cognitive diseases with a video game.The company asked us to help develop the brand positioning, brand identity, website, and interstitial components for its digital experience.
Akili is the first digital therapeutics company that is delivering treatment proven to effectively treat cognitive diseases through a video game. Its first treatment will be for adolescent ADHD. The company is a pioneer of digital medicine—which treats in addition to helping the brain focus more—so it was important to signify in marketing communication that this treatment is scientifically proven.
Since the Akili brand is inherently digital, we designed the identity system to represent movement and interactivity. In brochures and other marketing materials, we anchored the “Time to Play Your Medicine” positioning and identity to the color blue to reinforce the cues of the pharma category, and showed dynamic, digital elements emanating from the tablets and interacting with patients. We called this effect “Akili at Work,” and it was meant to represent the digital medicine and how it functions.
Thanks to the marketing materials we created, Akili was able to convey how its “digital medicine”—the movement and interactivity used to play video games—can effectively treat cognitive diseases. Because of this, Akili has recently been granted FDA approval.