NOCD Brand Expansion & Management
THE CHALLENGE
NOCD approached me with a brand that was outdated, inconsistent, and overly playful—undermining conversion and failing to reflect the seriousness of OCD. Through updates to graphics, visual elements, and the type system, I strengthened brand trust and created a cohesive visual language. The new brand now conveys a sense of calm and ease, which is crucial for users dealing with the challenges of OCD. This transformation not only improved the overall user experience but also reinforced the reliability and professionalism of the NOCD brand.
SCOPE
Graphic elements refresh
Expanded color palette
Updated UI system & documentation
Collateral
Where NOCD stood at the start.
NOCD's brand had an adequate visual foundation, with a solid type palette and vibrant colors. However, the cartoon graphics were not scalable and felt too playful for the serious nature of their therapy services. Additionally, inconsistent UI elements diminished the brand's overall cohesion and effectiveness.
The new homepage became the jumping-off point for the evolution of the NOCD visual narrative.
NOCD tasked me with exploring a fresh brand language through a new homepage design. By conducting an A/B test, the design team was able to experiment with a new aesthetic without committing to a full brand overhaul. The UX strategy was driven by data insights gathered from the existing homepage. The redesign introduced refined copy, soft gradients, a more cohesive set of UI elements, and photo-forward content—all working together to elevate the visual design and create an experience that invites a sense of calm.
YouTube • Podcast • Social Media
YouTube • Podcast • Social Media
Soft glowing graphics for the win.
After the new homepage successfully passed user testing, the design team received the green light to implement the new brand practices. A comprehensive Brand Foundations document was created, and gradually, the refreshed visual language began to permeate every aspect of the NOCD experience.
Members are not the only users impacted by design decisions.
NOCD’s therapists are the organization’s most treasured assets, playing a crucial role in its success. Balancing the demands of a tech startup with the needs of a mental health service can create challenging gaps, but NOCD remains committed to prioritizing its therapists. By continually reminding them that they are valued employees, NOCD acknowledges the hard work and dedication it takes to help others.
I was tasked with redefining the language around the role of the NOCD therapist, emphasizing their position as the true heroes of the company. Through the redesign of forms and enhancements to the portal tools, we streamlined the workflow, making it easier for our therapists to focus on what they do best—changing lives.
