The gut health market is set to reach a value of over $100 billion by 2032, with 1 in 7 adults around the world suffering from Irritable Bowel Syndrome (IBS). Some clever doctors, microbiologists, nutritionists and pharmacists have been working together to develop systems medicine approaches to gut health treatments. Years of case studies showed patients who came back to health after suffering silently, navigating vague advice and enduring years of trial-and-error. Gut Brain Science wanted a way of bringing this approach to as many people as possible. They worked with Edison to develop a strategy for delivering an AI-tech-driven solution housed on a web site — with a phased rollout from basic starter kit to health-practitioner-assisted treatment and, finally, the fully automated offering. While we did that, we also used our ‘gut feel’ to create a stunning new brand identity and design system. As we iterate and optimise the website, we look forward to the launch of ‘Robodoc’.