We started by establishing the mood of the product, elevating the visual experience into the world of bespoke luxury.

All of this laddered up to how we wanted to represent the brand in the most important way: On our new homepage.

We utilized this minimalistic imagery across all mediums, including print in the NYT Magazine.

For TV executions, there were three phases: It was important to first establish the founding back story, then expand on the legitimacy of the brand by introducing the real physicians behind the platform, then remind people that one of the most storied investors of the modern age believes in the Roman mission. But we always kept the clean minimalism that ties the whole brand campaign together.