Neuropathic pain science is hard to explain. Mechanical allodynia, hyperalgesia... That was the main focus behind a recent brand refresh and landing page built for Allothera. Make the complex simple. The page doesn't skip the science, it just doesn't lead with it. One warm palette, one recurring illustration of the pain pathway through the body, copy that leads with the patient's experience. Nothing about the science changed, we just told it in a different order with some clean visuals.

You executed this perfectly!