Counterweight is a medically-proven weight loss programme aimed largely at people with type 2 diabetes - enabling them to reach remission quickly and stop taking their medication immediately upon commencing the programme. 

Having previously only existed as a practitioner-based programme as opposed to a consumer brand, Counterweight enlisted me to help shape the new tone of voice - initially starting with the application of this new TOV to a prototype mobile app, humanising the scientific language in place and making it more consumer friendly.