How we approach patient education
Every resource we create is based on these five principles, because effective patient education makes health equity possible.
Most patient education materials miss the mark. Not because the information is wrong, but because they're designed by experts for communities they don't truly understand. Resources from major health organizations average a 10th-grade reading level, leaving 60% of adults struggling to understand them.
But readability isn't enough. When materials don't reflect patient experiences, people can't bridge the gap between clinical care and daily life. This results in errors, poor engagement, and wasted resources. Patients need knowledge, safety and confidence to act.
These core principles ensure our work help patients understand their health and take action.
Participatory Design
We listen first, design second.
We facilitate advisory sessions to collaborate and gather feedback based on lived experience. When direct access isn't available, we research patient experiences through forums and peer-reviewed studies.
Learn more: Why participatory design works | Participatory design in action
Health Literacy
We design for comprehension.
Scientific Accuracy
We’re artists trained to communicate science.
Our team holds graduate degrees in biomedical communications. This expertise enables us to translate complex science into clear, accurate visuals. We work directly with your subject matter experts and ground our work in peer-reviewed research to ensure scientific integrity.
Learn more: University of Toronto MScBMC Program
Trauma-informed Design
We prioritize safety, respect, and agency.
Using SAMHSA's trauma-informed principles, we design for choice over coercion, collaboration over authority, and dignity over fear. We identify what imagery and language feel safe and empowering through patient perspectives and research.
Learn more: SAMHSA's trauma-informed principles
Cultural Responsiveness
We amplify diverse voices.
We design for inclusivity and diversity, reflecting how different people experience health. This means showing different races, body types, ages, abilities, gender identities and languages. We learn directly from patients, address power imbalances, and hold ourselves accountable to the communities we work with.
Learn more: CLAS Standards | Cultural Safety Definitions