How we approach patient education
Our five core principles work together to improve health literacy, build confidence, deepen engagement, and drive action—outcomes that make health equity possible.
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 studies.
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 and work directly with subject matter experts. We 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 diversity in bodies, cultures, and languages, reflecting how different people experience health. This means including different races, body types, ages, abilities, and gender identities. We learn directly from patients, address power imbalances, and practice ongoing self-reflection.
Learn more: CLAS Standards | Cultural Humility in Healthcare