Defining a patient-facing health experience in Japan

In collaboration with Kontrapunkt, I helped develop the digital design identity for NovoCare® 
— a new patient-facing web-app launched in Japan.

The app supports people living with obesity through medical guidance, lifestyle advice, and holistic well-being content. In Japan, where obesity is a sensitive topic, the identity needed to feel respectful, supportive, and non-clinical.

Building on the Novo Nordisk brand, we created a warmer and more human visual expression. Soft sand tones replaced white backgrounds, rounded shapes reinforced a holistic approach, and photography focused on authenticity and emotional presence.

A subtle mascot — a cat — was introduced to make the experience more approachable. In Japan, mascots are culturally accepted and help soften sensitive topics without undermining credibility.

The result is a scalable digital identity that balances corporate alignment with cultural sensitivity.