From lived experience to brand identity

When you build something from lived experience, the visuals have to match the feeling. The illustrations below are mine, drawn as part of a full brand kit and colour palette developed for a platform I co-founded out of sheer despondency with a health system that kept falling short. That frustration became the foundation. The illustrations tell the human side of what came next.

R-U-Ontrak (RUOT) is a health journey completion platform that does what the healthcare system has never quite managed: it tells you when you're done. Built for people recovering from injury or managing ongoing conditions like chronic pain, diabetes, or endometriosis, RUOT pairs structured goal frameworks with an AI companion (Kit) that celebrates, supports, and informs… but never takes over. The person stays in the driver's seat. Their data improves the platform for others like them, and nothing more. No data sales, silent auto-renewals or manufactured dependency. Just goal completion, every time.