Found: Making Weight Care Feel Human
Social, motion, and video that made obesity medicine feel science-backed and shame-free
Social & content
Motion design
The short version
For about seven months, I designed Found’s weekly social and video: posts, reels, templates, infographics, a Sleep Month campaign, and animated explainers.
Found treats weight as a medical condition, not a willpower problem. Its social channels had to say that over and over, without sounding like a lecture or a diet ad.
The brand was set, but starting to feel repetitive, so I pushed it: new templates, a new campaign look, and illustration and motion.
The challenge
Credible enough to trust, kind enough to stick with
Weight loss content online is full of shame, fad diets, and before-and-after photos.
Found had a different message: obesity is a disease, biology matters, and medication and coaching can help. That message needed to feel credible enough to trust and kind enough to stick with.
And it had to keep coming. A new set of posts every week, on a brand the team already felt was getting repetitive.
Reels for Found's feed.
THE VISUAL LANGUAGE
Science and empathy
Every post needed a bit of both. The data makes it credible; the warmth makes it feel like it's on your side.
Before redesigning Found's infographics, I mapped how other brands show information: parts of a whole, process, comparison, and transformation, through figures, graphs, and soft "aura" gradients. Then I split the visual language into two sides:
Science
Technical drawings, figure numbers, graphs, citations, macro photography.
Empathy
Curvy lines, soft blur, gradients, organic shapes, italic serif.
Moodboard: references sorted into a science and empathy visual language.
Infographics
Carousels that teach
Found's biggest ideas became carousels that teach in a few swipes.
Topics included "Less than 1% of doctors in the US are trained in obesity medicine," "How does Found prescription medication work?", "How Found providers are different," and "The truth behind the new celebrity 'it' medication," a guide to GLP-1s.
TEMPLATES
A template for every series
Found posted the same kinds of content every week, so I built templates for each series.
The series were "The Truth Behind," "Did you know," "Meet Found Coach," lunch check-ins with a registered dietitian, tips from coaches, and members' weight loss journeys. Each one used the Found shapes and gradients differently, so the feed stayed varied while every post still felt like Found.
Pushing the brand
New life for a brand that felt repetitive
The team felt the brand was getting repetitive, so I explored new ways to use it.
I tried new combinations from the palette, bolder versions of the Found shapes, and reminder posts with big, plain-spoken statements like "Medication isn't a miracle answer to weight loss."
CAMPAIGN
Sleep Month, with Oura
For Sleep Month, a partnership with Oura, I created a new look: dreamy lavender skies, soft clouds, sparkles, and a sleepy "zzz" Found logo.
The carousel walked through what happens to your body without enough sleep: you want to eat more, fat storage increases, calorie intake rises, and weight follows.
The Sleep Month carousel.
MOTION
Explaining cortisol in motion
For an explainer video on cortisol, the stress hormone, I worked with our brand marketer to create a storyboard based on their script.
I pulled from our existing illustration assets and filled in the gaps with my own drawings. Once we had the narrative down, I animated everything in After Effects and created a full-length video as well as several shorter cuts for social posts.
Illustrations for the cortisol explainer.
The full cortisol animation.
VIDEO
An app tour, from script to motion
When Found updated its app, I made the announcement video.
I mapped the script to scenes, found the right app screens and illustrations for each one, storyboarded it with the marketing team, then edited it and built the motion graphics in After Effects and Premiere.
Highlights from the app tour.
The storyboard, Intro and Medication.
The full app tour (8 min).
Illustrations by another Found designer; storyboard, edit, and motion by me.
What I learned
Credible and kind aren’t opposites
Real data and real warmth in the same post did more than either one alone.
Push a brand before it goes stale
The look was set but getting repetitive. New templates, a campaign look, and motion kept a weekly feed fresh without leaving the brand.
A campaign shows how far a brand can stretch
Sleep Month went further than anything before it and still felt like Found.
