TMRW has begun a healthcare revolution. What it calls Punk healthcare. And Today The Brave is highlighting its difference to its Australian audience.
CEO and co-founder, Mark Britt (former iflix CEO), stated, “Healthcare is broken for too many people — too expensive, too impersonal, too out of reach. With TMRW, we’re not just offering better care; we’re creating a movement that feels human again. This campaign is a stake in the ground for what healthcare should be – transparent, inclusive, and deeply personal.”
Today The Brave Head of Design, Ethan Hsu, added, “TMRW came to us with one ambition: make us scared. Together, we set out to dismantle the soft, pastel-washed world of wellness to design something that actually feels alive. No more artificial perfection, no more influencers doing breathwork on beige sofas. We designed a brand and experience that’s bold, layered, and unapologetically human: editorial typography with teeth, vibrant colour, rich textures, and photography that captures real people actually living – not just floating through some algorithm-approved version of health.
“From visual identity to digital experience, to unboxing moments – every touchpoint is crafted with intent and edge. This is health that’s more runway than waiting room – and bravery built in at the heart.”
The company company dubs itself a pioneer of a new category. Its “Punk healthcare” is a radically human, rebellious and AI-powered approach to wellness that breaks with the sterile conventions of traditional clinics and health brands. TMRW uses AI to analyse over 1,700 biomarkers, integrate wearable data, and deliver dynamic care protocols in real time — all at a fraction of the cost of traditional functional medicine. The company’s clinical model is designed to scale, augmenting the capacity of practitioners while improving the precision of care.
Today The Brave worked with photographer & director, Karima Asaad, to build the campaign, in her first CCO role. That the TMRW chief creative officer and founding team member is known for her unfiltered, documentary-style work is apparent in the unique visual lens of TMRW’s identity.
Rejecting stock imagery and corporate polish, the campaign is driven by the belief that healthcare brands should be built with people, not just for them. Real customers share their stories and faces across the campaign, underlining the trust, transparency and transformation TMRW aims to deliver.
Credits:
Creative Agency: Today The Brave
Founding Partner: Jaimes Leggett
Creative Partners: Jade Manning & Vince Osmond
Head of Design: Ethan Hsu
Client Services Director: Cosmo Haskard
Head of Strategy: Alyce Gillis
Creative Operations Manager: Kate Gregson
Client: TMRW
CEO & Co-Founder: Mark Brit
Chief Creative Officer & Co-Founder: Karima Asaad
Strategic Advisor & Co-Founder: Mat Baxter
