Process:
club psora was founded by New York based filmmaker Miriam Thom, who started the venture after she was diagnosed with severe psoriasis. She started gathering resources to understand her condition and that is how her journey towards healing began.

club psora positions itself as a sage, serving the global psoriasis and skin sensitive community in a unique way. It facilitates a roadmap for people with skin conditions through a number of resources like nutrition modules, skin specialists, learning materials, meditation, community pods and more. True to its name, club psora seeks to make a pathway and a space of healing to the people with various skin conditions. The company sets itself apart by providing toolkits and various learning modules along with unconditional support to the global skin sensitive community.
The brand communication was to be segregated for two types of audience. ‘Inward’ - for the club psora members and ‘Outward’ - for the target audience who could potentially be the members of the club psora community.

The visual language inspires our audience and encourages them to be courageous while they battle their own skin conditions effectively. It also engages the audience in various ways to stay connected to the psoriasis community and share their own stories and experiences.

club psora thinks of healing as a circle instead of a linear path. The combination of dark and light color palette draws on the qualities of patience and openness. The playful yet simple style of illustration was created to convey the message of positivity while battling the skin conditions. This idea extends through the club psora website, designed course material for the members, and social media where the brand reaches out to the audience.