Defining a strange new land in mental health



  • Brand Identity (Visual + Voice)
  • Brand Strategy
  • Copywriting
  • Logo Design


Spring 2019

Neurotrack is innovating around the unique challenges of memory health. Inspired by her personal family experiences with Alzheimers, CEO and founder Ellie Kaplan decided she wanted to do something about the paralyzing illness. Neurotrack is the world’s first science-based consumer application that can help individuals preserve their memory and combat the gradual losses of aging.

We created a verbal and visual identity in new territory in the world of consumer health vs. pharmaceuticals. We established language for an entirely new category of “mental acuity”—distinct from mental health, a well-known discipline with its own language and limitations. We crafted scientific storytelling without being clinical, walking a fine line of believable without overpromising. A visual identity system was built for all consumer touchpoints, and established their messaging, voice and tone.

After the brand launch in early May, Neurotrack secured $21M in Series C in June 2019.