The aproach

The client wanted to focus on the transformational power of the product since it is important to be able to do the ordinary requirements of daily lives in rheumatology patients. Professions chosen according to patient groups; a violin player for Rheumatoid Arthritis (focus on fingers), a painter for Psoriatic Arthritis (focus on knee), a hostess for Plaque Psoriasis (focus on skin), and a mechanic for Axial Spondyloarthritis (focus on Waist) has chosen to reflect the functionality of the body parts of the specific sicknesses target if not treated.