(01) Context
Miriam Thom, a New York based filmmaker, founded club psora after discovering her own severe psoriasis was labeled “incurable.” She wanted more than medical fixes such as community, root-cause healing, and hope.
The challenge:
Design a visual and communication platform that felt inclusive, empathetic, and science-informed, all while normalizing psoriasis and empowering those told they had no cure.
(02) Role
I was brought on in 2020 as the communication designer, working remotely alongside the founder, a team of writers and social media managers. Over two years, I shaped:
- Brand identity and visual language
- Website layouts and design assets
- Social media graphics, story templates, and animated posts
- Branded illustrations and icon systems for the membership portal
- Design for workshops, course materials, and publications
- Layouts for interviews, Q&A content, and story-led newsletters
- Gentle illustrations to complement tough conversations around trauma, symptoms, and healing
(03) Research & Insights
To understand member needs, we
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Listened to the founder’s lived experience and community stories
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Reviewed psoriatic healing journeys: where science meets personal wellness
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Analyzed holistic platforms and med‑tech communities
Key insights:
- Healing is deeply personal—every journey is unique
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Visual tone needed to convey warmth without medical coldness
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Members wanted science-backed tools that felt nourishing, not clinical
(04) Design Process &
Iteration
Every step was treated like narrating the founder’s story of healing with care:
Ideation & Sketching
Explored visual metaphors: skin as home, community as healing space
for shelf clarity
Branding & Logo
Chose earthy tones, open typography, and a mark that feels both grounded and liberating
Iconography, Illustration & UI
Crafted custom icons, empathetic illustrations, and layouts that communicate belonging
Animation & Motion
Designed gentle motion for the socials and newsletters. e.g. breathwork flows, meal reflections
Prototyping & Feedback
Shared designs with the team and a group of members, fine‑tuned for tone, clarity, and resonance
Implementation
Rolled assets into Webflow, social posts, workshops, educational materials, and more
(05) Solution Details
Brand Identity: warm, grounded, unapologetically real - no sanitizing of difficult stories
Logo:
symbolizing a school of skin and a safe space for sharing; intuitive and relatable
Visual System:
consistent icons, layouts, and illustrations across all touchpoints
Motion & Media:
animated content for social and course material amplifying emotional connection
Comms Ecosystem:
designed templates and workflows for reusable, scalable content
(06) Impact
- Built a cohesive brand system for a community-first
wellness platform
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Designed a 360° communication ecosystem, used across events, courses, and social
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Contributed to the emotional experience of hundreds of members navigating healing journeys
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Laid the visual foundation for a brand that now offers monthly memberships, workshops, and a scholarship program while staying fiercely ad-free and honest
(07) Reflection & Learnings
- Empathy as a Design Tool: Every visual element responded to deep human needs, not trends
- Process = Relationship: In remote setup, trust and ongoing collaboration were design tools in themselves
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Holistic healing means holistic design: Science + emotion + storytelling must coexist visually and strategically
Forever grateful to Miriam Thom for inviting me into her story and trusting me with something so personal. And to everyone in the team who made this remote collaboration feel like a real home.
