Natia supports people affected by cancer by providing easy access to mind–body techniques, including yoga, meditation, music, and conversation. Their aim is to provide complementary therapies to add to the existing ecosystem of support; the medical profession focuses on eliminating or curing the specific illness whereas Natia focuses on alleviating suffering by enhancing well-being. Together, they care for the whole self.
Nalla worked together with the Natia team to create a purpose and positioning which reflected their personal vision and help stand them apart in a saturated wellness market.
Natia aims to provide support to patients, care-givers and medical professionals alike; individually they may feel isolated but collectively they can come together and create an ecosystem of support. It’s this idea of support, coming together and being connected that is reflected in the brand identity.
Natia’s emphasis on changing the relationship an individual has with cancer and building an ecosystem of support is reflected across the brand identity. The brand needed to convey compassion and understanding while also maintain a level of trust in order to elevate the brand above the usual wellness crowd.
Nalla chose a serif font in the logo to sit alongside a softer brand icon to balance the grounded and trusted approach with a feeling of calm. A warm colour palette was chosen to reflect Natia’s compassion and understanding of what their users are experiencing. A dark blue was added to add gravitas and ground the brand in research and experience.
Natia is the first digital therapeutic app we have seen that is 100% aligned with Maggie’s aim of helping anyone affected by cancer. Natia provides a kind, compassionate, yet effective tool that can be accessed 24/7 to provide this support.
Dame Laura Lee, DBE
CEO, Maggie’s Centres
The brand icon is a central part of the brand identity; it symbolises the relationship between cancer and the individual, between Natia and the individual and between the individual and the wider community of support. All the brand assets originate from this icon; from functional iconography through to community driven pattern generation and playful in-app character illustrations.
The brand icon morphs into living and breathing animated characters and shapes to guide the user through Natia’s unique set of programmes. Designed for inclusivity, without a face or defining features, the character is able to connect with any user at any point in their relationship with cancer.
From the first we heard of the Natia app, we saw it had the potential to significantly help our cancer patients.
Macmillan Recovery Package Facilitator, Medway NHS Foundation Trust
Working with specialists, Nalla directed and created animated content for the app, including yoga sequences, breathing exercises and meditation practices.
Even now the branding is my favourite aspect of the app. When seeking other contractors to work with, we evaluate whether or not they are Nalla-like.