Elixir Research Document Shreya Kumra

ELIXIR RESEARCH DOCUMENT SHREYA KUMRA CONTRIBUTING ADVISORS JACOB RISTAU, ROBERT PETRICK, GEORGIA BOCKOS & MAURA FRANA

TABLE OF CONTENTS INTRODUCTION & IDENTITY INSPIRATION & IDEATION ELIXIR IDENTITY SYSTEM ACKNOWLEDGEMENT /03 BIRTH OF ELIXIR /17 VERBAL INSPIRATION /20 MOODBOARD /40 /22 APPLICATIONS /41 /04 Goal VISUAL INSPIRATION OVERVIEW Literal /30 Business Cards Project Objective Abstract /31 Letter Heads Research Merchandise Why Choose Us NAMING CONCEPTS /38 Billboards HINGE HEALTH Mission Target Audience ELIXIR LOGO About Sketches Programs /06 Formations Existing Identity Research Amalgamations Competitor Identity Designs ELIXIR APP DESIGN /51 TYPOGRAPHIC EXPLORATIONS /55 ELIXIR VIRTUAL REALITY EXPERIENCE OCULUS QUEST II /12 Scene Building Mission Rokoko Suits & Motion Sensors About Character Building & Animation Possibilities Unity to Quest II Existing Identity Research VIRTUAL REALITY IN HEALTHCARE /15 Overview Applications

ELIXIR ACKNOWLEDGEMENT I would like to express my special thanks of gratitude to my contributing graduate advisors from The School of the Art Institute of Chicago. Jacob Ristau, Robert Petrick, Georgia Bockos and Maura Frana. For your guidance and weekly valuable feedback on the various subject matters. The Visual Communication department along with the Art and Technology department have helped with providing the necessary technical assistance and advanced technology resources such as rokoko suits, quest II, and frequent lab rendering time. To my graduate division departments who have helped make it possible. Thank You! This project was a labor of love and took months of in-depth research, planning, ideation, branding, software learning, coding and building from ground up.

ELIXIR OVERVIEW PROJECT OVERVIEW The name Elixir comes from the alchemical substance which is usually referred to as the Elixir is a digital healthcare institution that uses Elixir of immortality or life. Just as the Elixir of Virtual Reality and the fastest motion detector life is referred to as a miraculous substance, simulation software technology to betterment which has the supernatural powers to remove musculoskeletal pain. Through the comfort of all impurities in one’s body, our institution’s goal your homes from across the globe, Elixir helps is to heal an ailing person and alleviate pain improve not just your physical healthcare by from his/her body, through physical therapy. also your mental willpower and engagement In addition, Elixir is a functional, concurrent, skills in your everyday life. general-purpose programming language that runs on the BEAM virtual machine and is a well- We believe in crafting a highly personalized known term in the digital programming and innovative way of doing physical therapy which gaming world, working with a dual advantage. improves our client’s engagement like never seen in the world of physical therapy before. As of May 2023, Elixir has a structured branding identity system along with an App based After in-depth research into Hinge Health solution. In addition, Elixir is now a game in and Oculus, I crafted a new set of business Quest II that users can use to experience modules and strategies which drove inspiration different scenes built in the memories of my and some conceptual ideas from these two late grandfather who had Parkinson’s. How I individual companies, resulting in a brand- wish Elixir existed in a time when doctors said new meaning, business model, and design there was no cure for Parkinson’s! resulting in the prime optimization of their amalgamation which gave birth to Elixir.

ELIXIR OVERVIEW RESEARCH PROCESS I strongly believe that intentionally or Today I would like to introduce you all to ELIXIR. Next, I worked with Robert Petrick on the of 2023 I will be working with Piotr to expand unintentionally our personal experiences and The initial task I had assigned myself under the completion of the company’s heavy research on building the scenes in the game and have it struggles shape our practices as designers. guidance of Jacob Ristau was to find new ways and initial branding sketches. Robert helped completed to present for my final thesis MFA The majority of my past two years were spent of research when it comes to identity design me a notch further to think outside of the show in the spring of 2024. in hospitals, emergency rooms, and catering to systems. To examine the business models box and pushed me to think in ways in which life threatening surgeries from India. However, and pre-existing brand identity systems from branding and design in business function, Elixir is the amalgamation of two different the bitter struggles brought me to where I am a range of mid-size companies in different something which I am extremely passionate companies one being a digital physical therapy now and helped me find my purpose as an industries which I felt passionately about. about. Georgia Bockos and I were on branding company called hinge health and the other MFA Student and a designer. the different applications and narrowing down being Oculus. After narrowing down from hundreds of the brand guidlines for Elixir. My projects focus on using high tech, virtual companies to two companies in drastically reality, and design to betterment mind-body different fields which resonated with me–hinge The past year I have worked on Elixir alongside relationships affiliated with mental and physical health and oculus I chose to conduct more Maura Frana and the Art and Tech department health and in turn to betterment human research and find out about the missing gap at the School of the Art Institute of Chicago, experiences holistically. Primarily focusing in the market and how I could help create to expand and bring Elixir to life. It is now a on diseases that have resonated with me on a brand-new company that is not only an Virtual Reality game code and built in Unity a personal level. Namely Parkinson’s, anxiety, amalgamation of these two companies but one which users can play in Quest II, in the comfort gallbladder stones, etc. which introduces aspects never seen before. of their homes across the world. In the summer

HINGE HEALTH OVERVIEW EXISTING EXECUTION: HINGE HEALTH MISSION STATEMENT “Inspired to go beyond digital PT and create the world’s first complete digital clinic for back and joint pain. Our mission is to improve the lives of people suffering from chronic conditions - starting with musculoskeletal conditions like back and joint pain.” ABOUT PROGRAMS and a unique behavioral support. Together your PT and health coach make a plan for you. So you can tackle the The hinge health solution goes beyond PT to deliver the number one complete digital clinic for back Prevention Program chronic condition. and joint pain. Our clinical care team provides the digital programs and behavior support needed across the continuum of msk care and our proven medical claims analyses are validated by researchers Designed by physicians and Pts is always available to Surgery Program from Stanford. Its no surprise that 4/5 employers with digital msk solution partner with hinge health. provide customizable exercise and education to assist It’s the investment that pays off. in maintaining an activate lifestyle and help avoid injury. If facing the decision to go for surgery or not the clinic can connect you with one of the orthopedic surgeons WHO ARE BEHIND THE PROGRAM Acute Program for an expert medical opinion. If surgery, is still the best Physicians: Licensed Doctor of Physical Therapy create custom programs to guide your physical recovery. option. The surgery program offers pre-imposed rehab Is here for when life throws you to the unexpected like along with surgeon care coordination as you heal. Physical Therapist: On-staff physicians and surgeons provide free medical opinions to help you make more a twisted ankle, covering all muscle and joint groups. informed care decisions. Covering video PT visits, along with after video PT Visit. As well as receive guided therapy and education in the Health Coaches: Board-certified health coaches trained in behavior change provide support and comfort of your own home. motivation to keep you on track. Chronic Program Advanced Motion Sensor Technology: Access your therapy, communicate with your care team, and read education articles from one app on a single device, whenever it’s convenient. Combines wearable sensors and For those individuals with longer term pain like arthritis, computer vision to provide real-time feedback and form correction for the most precise movement tracking. help solve movement and lifestyle issues. Combing full clinical care team and sensor based exercise therapy

HINGE HEALTH IDENTITY SYSTEM WEB DESIGN EXISTING VISUAL IDENTITY HINGE HEALTH (As of January, 2023) LOGO

HINGE HEALTH IDENTITY SYSTEM EXISTING VISUAL IDENTITY HINGE HEALTH BANNER VIRTUAL EXPERIENCE

HINGE HEALTH COMPETITORS COMPETITORS EXISTING VISUAL IDENTITY MSK HEALTH SWORD HEALTH

HINGE HEALTH COMPETITORS COMPETITORS EXISTING VISUAL IDENTITY FORMSENSE RECOVERY ONE

HINGE HEALTH COMPETITORS COMPETITORS EXISTING VISUAL IDENTITY KIIO KAIA HEALTH

OCULUS META OVERVIEW EXISTING VISUAL IDENTITY OCULUS QUEST II (META QUEST) ABOUT Oculus Insight translates your movements into VR no matter which way you’re facing and provides room‑scale tracking without external sensors. Look around, duck for cover, and turn the tide of the battle from anywhere in your play space. MISSION “Our mission is to enable people to have meaningful interactions regardless of physical distance.” Quest 2 is non-stop fun. The biggest titles and multiplayer games—we have them. New ways to workout, socialize or lose track of time—we have those too. And our library keeps growing every day. Discover what’s possible on Quest 2. POSSIBILITIES An All-In-One Headset Filled With Hundreds Of Unique Experiences. IT’S ALL FUN AND GAMES. AND FITNESS. AND PLAY ALL YOUR FAVORITES, WITH ALL YOUR READY, HEADSET, GO ENTERTAINMENT. AND MORE. FAVORITES No wires means you're not stuck playing Quest 2 Think Quest 2 is just for gaming? You’d be From multiplayer games to unique social at home. You’re free to take all the games, work‑ mistaken. Quest 2 makes it possible to sit front experiences to joining up with friends at a live outs, shows, experiences and more on the road row at a live concert, burn calories atop a glacier, show or instructor-led workout, opportunities with you. Which means you can go anywhere hang out with friends all over the world, work, to meet and connect with others in VR are with it, and do anything in it. watch a movie and yes, even play a game. virtually everywhere you look.

OCULUS META IDENTITY SYSTEM EXISTING VISUAL IDENTITY OCULUS LOGO

OCULUS META IDENTITY SYSTEM EXISTING VISUAL IDENTITY OCULUS WEB PAGE

VIRTUAL REALITY IN HEALTHCARE OVERVIEW and targets individual problems in the various. Applications of VR in Healthcare Medical Training Patients get immediate feedback on how well VR software that focuses specifically on practical Apart from entertainment and military training, they’re doing their exercises. All of this, along Medical Education medical training helps medical school graduates virtual Reality is now being used in many facets with the immersive engagement of VR, may help Virtual reality makes for more effective theoretical and healthcare professionals alike acquire hands- of healthcare aswell. It is an extremely powerful motivate patients to do more than they think they learning of medical students and starting-out on skills in risk-free conditions. This type of diagnostic tool, which helps doctors and can. Virtual Reality is especially helpful in children healthcare professionals. With VR, learners can healthcare VR allows simulating scenarios that are physicians to carry out accurate diagnosis. This with complex regional pain syndrome (CRPS), a inspect 3D medical models in the details, which difficult, dangerous, or expensive to recreate in is done in combination with other methods, such condition that causes ongoing pain in one or more can’t be reproduced in physical models, or real life. as MRI/CT scans, and eliminates the need for any limbs. learn to communicate with AI-controlled virtual kind of invasive techniques, making it a pain-free patients, whose attitude and behavior can be How VR for medical training works: Upon entering experience for the patient. Specific movements are made catered specifically easily altered for different learning purposes (e.g., a VR app’s simulated environment, a user becomes towards the children with CRPS who witness pain communication with patients who are non-native a part of a training scenario that expects them to The overall focus of the various individuals almost every day of their life. Therapists in their English speakers). complete predetermined steps in, for instance, experiencing pain is deviated towards squashing case use a program in which they make specific performing a medical procedure or handling fruits, battling with the dragons in castles movements to squash watermelons. How VR for medical education works: Any medical equipment. A separate analytical module amongst more thrilling experiences rather than virtual learning session can be held in groups continuously records the taken actions and the pain they’re experiencing focusing more on or individually and guided either by a real tutor, assesses a medical professional’s performance rehabilitation. As a result, getting better faster. who is also connected to the VR app or by a based on set criteria. coming into clinics on crutches asking for surgery virtual preprogrammed tutor controlled by the AI or extreme medication due to their pain and algorithms. Use cases: leaving at the end of the sessions without any crutches and very minimal pain in most cases. Use cases: Medical procedure simulation. Therapists are using VR to help people Anatomy learning. Emergency case simulation. rehabilitate from strokes, Parkinson’s disease, Medical social skills learning. Medical equipment use training. and injuries. With VR-based physical therapy and rehabilitation, therapists can choose software that helps the patient improve specific skills

VIRTUAL REALITY IN HEALTHCARE Surgery Pain Management Rehabilitation Physical Therapy By allowing surgeons to perform different types Virtual reality pain management apps help lower By moving rehabilitation exercises into the virtual Virtual physical therapy can offer patients a wide of mock-surgeries in the virtual space, VR helps the level of pain or extreme discomfort by realm, VR turns patients’ therapy sessions into range of exercises – from general orthopedics eliminate practical skill deficiency faster. Surgeons effectively diverting a patient’s attention. This a gamified experience that motivates users to to injury-recovery. The exercises can be created can become skilled professionals without using type of VR helps minimize the use of potentially strive for better results via virtual goals and for specific age-groups too, thus helping children expensive onetime use mannequins for training. harming painkillers and reduce healthcare costs. achievements. Software’s built-in AI can provide to develop motor skills and older patients – to How VR for surgery works: With the help of haptic How VR for pain management works: After being detailed guidance and inspiring support instead preserve their agility. Special sessions can also controllers, a surgeon performs a virtual surgery immersed in the VR simulation, a patient can of a real therapist, allowing for cheaper and be created for people, who are learning to use a in a virtual operating room. From start to finish, either become a part of an interactive gamified timewise flexible individual rehabilitation. cane or a prosthetic limb. software guides a user through the necessary experience or transferred to a highly realistic steps, letting them remember the right sequence environment with a soothing atmosphere that, How VR for rehabilitation works: The VR app How VR for physical therapy works: All exercises of actions. The VR app can also be used for together with audio stimulation, helps put their guides a patient through their personal training can be supervised by either an AI-based virtual explaining the surgery process to patients. mind at ease. program stored in the software database. A instructor or a real instructor, who joins the VR therapist can edit the program anytime as well as sessions remotely. A comprehensive analytics control the results – either via the app’s analytics system continuously monitors a patient’s condition module or by virtually joining the VR session as an and ensures that the exercises do not harm a instructor. patient’s health in any way. Use cases: Use cases: Use cases: Use cases: Surgical training. Chronic pains. Neurological rehabilitation. Sports injuries. Pre-surgical planning. Acute pains. Physical therapy. Child care/Geriatrics. Medical device marketing. Medical procedure pain and anxiety. Cognitive rehabilitation. Adaptation to assistive devices or prosthetics.

ELIXIR BIRTH OF ELIXIR HINGE HEALTH + OCULUS (META QUEST) After in-depth research into these companies, I created a new set of business modules and strategies that need to be executed while branding this new company, which derives conceptual ideas from these two companies to create a brand new meaning, business model, and design. GOAL Elixir is a digital healthcare institution that uses Virtual Reality and the fastest motion detector simulation software technology to betterment musculoskeletal pain. Through the comfort of your homes from across the globe, Elixir helps improve not only your physical healthcare by also your mental willpower and engagement skills in your everyday lives. We believe in crafting a highly personalized innovative way of doing physical therapy which improves our client’s engagement like never seen in the world of physical therapy before. OBJECTIVE accurate depiction of his problem. Since the who may not be located near them or even in the pandemic, people have become more and more same country. Furthermore, this also has a financial By using Hinge health’s existing technology in open to the concept of interacting virtually and have aspect to it in the terms that the cost of travel as collaboration with VR companies such as Sony/ accepted online interaction as part of their daily well as in person sessions are greatly reduced by Oculus we would be able to create a better suited life. Thus, selling the concept of a physiotherapy interacting via the metaverse created. environment as well as have the potential to provide session taking place in both an online as well as doctors with more accurate data correlating to real metaphysical realm seems appealing. life activities which were previously not feasible This is especially appealing to people who wish through conventional physiotherapy. to receive treatment from a particular physician Through VR, elixir will make the patient experience a simulation like real life thereby crafting a more

BENEFITS OF ELIXIR BIRTH OF ELIXIR HINGE HEALTH + OCULUS (META QUEST) WHY CHOOSE US? Unexplored Territory is extremely user friendly for the patients as there Portugal has the highest physical therapist supply There is an Extreme demand for quality healthcare are two different transactions here. Now the main (7.8 per 10,000 people). The United States is a Cost Effective services in VR as this space has not been delved question arises is, how to make it user friendly as close second (6.5), whereas Singapore has a lower There is an immediate need to reduce healthcare into when it comes to msk. In addition with the every patient is very different in their approach. number (1.5), and Bangladesh has the lowest sup- costs. Msk skeleton pain especially in the United expertise of current sensor technology of hinge There is also an extreme demand for quality ply (≥0.1 physical therapists per 10,000 people). States are extremely costly to treat and expensive health combined with physical therapy and health healthcare services. Increased role of connected generally. Healthcare in the Us is 1/5th of the GDP, coaches with the added benefits of VR oculus devices in the healthcare sector. as it works directly The overall aim is to capitalize in a market that al- 1/6th of that is msk. Which constitutes 3 to 3.3 pt quest would make a revolutionary amalgamation. with insurance companies and is extremely user ready exists rather than venturing into 3rd world of GDP all on msk and orthopedics. friendly for the patients as there are two different countries. Eventually we venture into third world Avoid Surgeries & Completion Rate transactions here. Now the main question arises is countries when the technology does begin to Inaccurate Death Diagnosis In addition, hinge health avoids 2 in 3 surgeries. of, how to make is user friendly as every patient is come into play. Msk skeletal is different from other health conditions There is a 70% betterment in pain and 3 in 4 people very different in their approach this problem too since msk skeletal health hadn’t attracted much end up completing the program. In physiotherapy Elixir helps solve. While older people — who are more likely to innovation from the digital realm. Usually, you find clinics the biggest challenge is always adherence suffer from strokes, Parkinson’s or simply falls, that in diagnosis and deaths that most deaths are caused which is how one makes someone do something TARGET AUDIENCE will require physical or occupational therapy — by cancer or heart attack, but no one truly focuses they don’t necessarily want to do. With Elixir the The individuals who are currently enrolled or may seem less able or more hesitant to use such on the underlying issues of suicide or depression adherence rate will see a complete switch and interested in enrolling into online physical therapy. technology but with elixir this isnt the case as we caused due to pain of the backpain which caused enhancement with client engagement in fun craft the brand to be extremely user friendly. We the individual to not exercise per say and lead to activities. United states 40 % treat people from from 18 years of age up to 90 heart attack or suicide. We see a common trend of years of age. In fact, V.R. therapy has been shown it importance being given to mental health and not Enterprise Friendly Japan 14 % can be particularly helpful for those with Parkinson’s to msk in a way shape or form. Hinge Health is also extremely enterprise friendly and other central nervous system disorders. as it works directly with insurance companies and China 11 % Rest of the world 35 %

ELIXIR BRANDING-RESEARCH DOCUMENT SHREYA KUMRA CONTRIBUTING ADVISORS JACOB RISTAU, ROBERT PETRICK, GEORGIA BOCKOS &MAURA FRANA

ELIXIR BRANDING Synovial Fluid Health Electric stimulation ORGANIC Organic movements Chronic pain Manage, Evaluate & record pain Massage tables Free flowing WORDS Advising Joints Ultrasound products Electric stimulation Rhythmic Painkillers Exercise Electrotherapy Massage tables PHYSICAL THERAPY Clinics Cold compress Rehab products Ultrasound products Regular doctor visits Doctors Hot compress Yoga Electrotherapy Avoiding risky behaviour Bones Fitness Ultrasound Pilates Rehab products Target Customer Body Yoga Unique Selling Proposition Musculoskeletal Pilates Way you live Calcium Style Movement LIFESTYLE Attitudes Pain possessions Arthritis Situation Conduct Position GAMING Progression Elixir quest Life Glitch Supporting characters MOD Interests Adventurous Clan Augmented reality MP- magic points Behaviors RPG- Role playing gaming DPS- Damage per second Developer Newbie Opinions Entertaining FPS- Frames per second Drop rate Power up Behavioural orientations Fun Hit scan HoT PvP A healthy diet Pass time HP- health points invincibility Sandbox Regular physical activity Levels Manner life Reactivity Brain activities Experience Lag main quest Save point Social activities Protagonist Rage quite match making Targeting zone Antagonist XP/EXP mission Activity Hero Villain

ELIXIR BRANDING PHYSICAL ACTIVITY Diversion Hiking Tennis Drilling Physique Recreation Bicycling Calories burned Prepping Structure Exercise Movements Swimming Time Repetion Skeletal Lifestyle Stretch Yoga Muscles group Rehersal Strength Fitness Sports Aerobics Training Physical education PE Active Jogging Dancing Cardiovascular Exercise Gym Muscles group Action Walking Weightlifting PE Calisthenics Dynamic Athletics Amusement Mechanization VIRTUAL REALITY Computatinal Computatinal Robotics Authentic Authentic TECHNOLOGY Telecommunications Artificial Environment Reality Reality Applied science Software Realist Realist Electronics Industrial science Artificial intelligence Telexistence Telexistence Automation High tech Simulated 3-D environment Processor Processor Machinery Oculus rift Simulation Simulation Mechanics Esistence Alchemy Alchemy Mechanization Haptic Technlogy Non-immersive Non-immersive Telecommunications Cyberspace Semi-immersive Semi-immersive Scientific knowledge Dream Fully-immersive simulations Fully-immersive simulations Engineering Digital Telecommunications Experience Digital Computers

ELIXIR BRANDING PHYSICAL ACTIVITY

ELIXIR BRANDING GAMING

ELIXIR BRANDING VIRTUAL REALITY

ELIXIR BRANDING ABSTRACT IMAGERY

ELIXIR BRANDING ABSTRACT IMAGERY

ELIXIR BRANDING ABSTRACT IMAGERY

ELIXIR NAMING ELIXIR NAMING PROCESS The name Elixir comes from the alchemical substance which is usually referred to as the Elixir of immortality or life. Just as the Elixir of life is referred to as a miraculous FLAER substance, which has the supernatural powers to remove all impurities in one’s body, our institution’s goal is to heal an ailing person and alleviate pain from his/her body, Gaming through physical therapy. In addition, Elixir is a functional, concurrent, general-purpose First person game whenin you play or throw a flaer to shoot in order to programming language that runs on the BEAM virtual machine and is a well-known identify highlight something/ highlight an issue in the body. term in the digital programming and gaming world, working with a dual advantage. Physiotherapy This pain is flaring up. EXP GLITCH Experience Points (Level up gaming points) Elixir Physiotherapy An error in a system and any pain caused in your body. Our goal is to craft a fun and enjoyable experience for the users wherein users can EFFUSION track their progress and level up every time they complete a level of hours/sessions in addition, it motivates them and gives them the incentive to engage more.

ELIXIR INITIAL LOGO EXPLORATIONS EXP ELIXIR Physiotheraphy EXP ELIXIR Physiotheraphy



ELIXIR ELIXIR









ELIXIR TYPOGRAPHY EXPLORATIONS ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR ELIXIR Elixir ELIXIR Elixir ELIXIR ELIXIR ELIXIR ELIXIR