Rewritingthe story within

EDIT was conceived as a revolutionary medically adaptive approach combining an FDA-approved, physician-prescribed, at-home ketamine program with integrated VR group therapy.

We realized that the brand needed to exist in two dimensions: (1) in IRL with visual branding and identity: and (2) virtually in a VR space designed for therapy where patients can heal trauma and build a new inner narrative.

But we also realized that we needed to go beyond brand- and world-building, and define a category where EDIT arrived first.

There were already hordes rushing separately into the psychedelic and telehealth categories, so EDIT decided the convergence of these two spaces, in an unexplored market space, was where it wanted to live.

We began with naming: ketamine’s enormous potential lies in its ability to block the NMDA receptor to grow and enhance neuroplasticity. Translation? Ketamine can reset and open the mind to new connections, allowing us to process trauma to rewrite our inner narrative. In other words, EDIT is granting us control over changing how our mind works.

Branding quickly became world-building, with an identity that needed to consider VR worlds beyond the realms of a conventional visual language. Our creative team needed to envision something to look at, but also something to be in. A customizable VR space was designed, giving patients the ideal setting to tune into therapy: controlling attention, focus, and comfort levels through environment, colour, light, and sound.

The experience was contained in a website portal, which welcomes patients to every EDIT therapy session, empowering them to define a new personal meaning as they travel on their mental health journey.

The branding, experience, design, and pitch deck has helped propel EDIT through its soft launch phase and into a subsequently successful round of funding. Potential investors were able to experience immersion in the therapeutic space first-hand, and with already eager investment interest, EDIT’s functioning VR experience during this phase put them on the path to becoming a category-defining pioneer.