Rachel Ross, a writer and director from New Zealand had a vision of a TV series that would tell a story, drawing from her own experiences about chronic health and tackling life’s unseen battles.

She was in need of a visual identity and a pitch document that could offer clarity to her concept in development and to get across the desks of producers and panels for grants.

SICK is a naturalistic character drama with flecks of comedy, and parts of Rachel’s writing highlighted to me the importance of raw conversation and empathy for other’s experiences. I actualised this idea in the italicised lettering used for the series title logo, capturing the feeling of being brave enough to ‘lean in’ and move forward despite hardship. The colour palette was curated from location and tonal inspiration for the series; sun or lamp-lit homes, exposed skin, cold hospital rooms and the urban lifestyle. I also included a graphic element for the footer of the document that emulates both a syringe measuring line and a timeline.