acumi

Treatment that keeps working.

Brand strategy and identity proposal.

acumiPrepared by Caretalyst for Wayne Scott

The problem

Diagnosis is the start, not the fix

Nearly 2.5 million people in England have ADHD, and most adults with it are still undiagnosed. Around 549,000 are waiting for an NHS assessment, with some waits running to years.

And of those who do get treated, fewer than half of adults are still on their medication a year later.

Treatment works. It just stops working the moment people leave the room.

Sources: NHS England, 2025. IQVIA, 2026.

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The opportunity

The gap is the opportunity

The system cannot keep up, so private care is filling the gap fast.

  • Privately funded ADHD treatment rose from 8 percent to 14.5 percent of UK care in two years.
  • NHS spending on private providers has more than doubled.
  • Around 4,000 private clinics now operate in a fragmented market.

Acumi works in the space the system cannot reach: between diagnosis and lasting benefit.

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The idea

From a tool clinics rent to a brand patients own

MyADHDTracker is a strong product. The opportunity now is to make it a brand.

A white-label monitoring tool competes in a commodity race it could lose to a bigger portal overnight. Acumi is the patient-owned record that travels with the person. That is the version no competitor can simply copy.

Same product. Far stronger position.

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The position

The record you own, that keeps treatment working

Acumi is the ADHD record you own, that keeps treatment working between appointments, for the person living it and the clinician treating them. It is built for the patient first, because without their engagement the data dries up, and the clinician value with it.

What we are

Patient-owned. Calm. Forgiving. Evidence-led.

What we are not

A surveillance tool, a diagnosis engine, or another thing that shames you on a bad day.

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How Acumi speaks

One brand, two voices

North star: Acumi keeps ADHD treatment working between appointments.

To the patient

"Your ADHD EA. It holds the tracking so you don't have to, shows you the progress you can't always feel, and keeps your treatment working between appointments."

To the clinician

"Take your ADHD patients from sessional to continuous."

Tone: calm not clinical-cold, on your side never above you, honest not hyped.

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Tagline options

A shortlist, with no wrong answer

  • Treatment that keeps working.
  • Your ADHD EA.
  • The record you own. The progress you can see.
  • Diagnosis is the start, not the fix.
  • Better days, sustained.
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The look

Considered calm

Neither clinical blue nor wellness pastel, the two crowded looks in the category. Built to meet WCAG AA, with one calm colour reserved for focus, because the audience is neurodivergent.

Indigo#29275A
Periwinkle#6E74E2
Mint#7FCFB6
Blush#EFA4B7
Off-white#F6F6FC
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The logo

A wordmark that becomes a dot

acumi
a

A lowercase acumi wordmark, the letter i carrying a periwinkle accent, with one ownable dot that becomes the app icon.

On-trend, because top brands now lead with type. Fundable, because Calm and Headspace do exactly this. And the dot keeps the meaning Wayne always intended, a positive outcome, executed with real craft.

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The brand, in the app

Designed for the worst day, never the demo

A calm home of gentle daily check-ins, a journal, a forgiving progress view, and privacy-first settings.

No punishing streaks, no red alerts. A missed day is met warmly, never punished.

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The brand, on the web

Warm for patients, credible for clinicians

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The business

Why clinics buy it

The patient brand is the engine. The clinic is the buyer. The reason they pay:

  • The shared-care report. Automated PDFs that help GPs accept shared care. No competitor generates these.
  • NICE NG87 monitoring, captured without the admin burden.
  • A clear return: hours of clinician time saved every month.
  • Independence: clinic-agnostic, the record belongs to the patient.
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Why it wins

A position competitors cannot copy

  • A brand patients own and carry, not a white-label tool that can be out-licensed overnight.
  • The shared-care report, a feature no one else has.
  • Independence as the position, the calm and neutral choice in ADHD monitoring.
  • Built for ADHD minds, which keeps patients engaged and the data flowing.
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Built for how the mind works

Accessibility is the product promise

  • Calm, low-load and forgiving, designed for the worst day.
  • WCAG AA, soft on the eyes, and never colour alone to carry meaning.
  • Up to 99 percent of people with ADHD feel rejection sensitivity, so nothing here shames a lapse.

This is what keeps people using it, which is what makes the clinical data reliable.

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Credible, and honest about the journey

Real today, with a clear path

  • Already real: a live, feature-rich product, with logging, vitals, reports and Cliniko integration.
  • Being built next, and we say so: published evidence, social proof beyond the early pilots, and NHS credentials.
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Where we go next

The plan from here

  • Lock the identity: finalise the logo, the typeface, and a tight brand guidelines book.
  • Build the website on the new brand.
  • Build the Founders Factory deck on this story.
  • Two practical must-dos: a trademark clearance on the name Acumi, and a regulatory read on any clinical claims.
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acumi

Treatment that keeps working.

ADHD treatment works, until people leave the room. Acumi is what keeps it working, for the person and the clinician both. The strategy is set, the look is chosen, and the evidence is in.

Let's bring it to life.

acumiPrepared by Caretalyst
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