It’s Not in Your Head Podcast
Brand Identity Design | Template Design
Nº1. PROJECT DETAILS
Year: 2025
Client: It’s Not in Your Head Podcast
Services: Brand Identity Design | Template Design
Challenge
Dr Dan Bates, a sports physician, and Justin Fietelson, both a pain coach and pain patient herself, co-host the ‘It’s Not in Your Head’ podcast. Fuelled by personal experiences as both patient and provider, they’ve used their platform to break down the complex issue of chronic pain and provide the scientific resources needed to understand and manage it. Their existing branding proved to be a barrier, with a lack of both consistency and visual intrigue.
Perspective
Redevelop a brand identity for the INiYH podcast, which reflects both Justine and Dan’s extensive knowledge of pain treatment and management, that stands out from existing podcast competitors. The new identity needed to resonate with their varied audience of patients and clinicians, balancing a level of clinical professionalism with approachability for the everyday listener.
Solution
We wanted to create a brand that felt professional and tenured but fresh and novel to appeal to two very different, but connected audiences. As part of their ‘accessible information’ ethos, INiYH often discusses the concept of the ‘Pain Puzzle’, explaining how seemingly unconnected symptoms come together to form a whole picture and consequent diagnosis. Rather than relying on a more basic connection of puzzle pieces, we extrapolated this to form a creative direction around ‘pain as pixels’- digital puzzle pieces for the digital medium. This more contemporary concept of multiple pixels forming a single image reflects Dan and Justine’s simple but profound approach to this topic. A critical concern from the clients had been their lack of cohesiveness when creating collateral. By providing a clear and reimagined set of brand guidelines, we were able to build a strong focus on consistency across all mediums. This included creating graphic elements and templates that could then be easily translated to social media, podcast, and professional platforms such as Instagram, YouTube, Spotify, and LinkedIn.
As part of Milkshake’s core values as an agency, this particular project was delivered under our quarterly pro bono program. The podcast’s mission is one that hits close to home for our founder, who herself lives with a chronic disease and the associated pain and mobility issues. Justine and Dan’s passion for increasing awareness of pain and pain management in the community is truly inspiring, and we wanted to help as many listeners as possible access their fantastic resources.
Impact
The new brand successfully merges Justine and Dan's visions for INiYH into a stronger, more cohesive identity that reflects their concept of pain as a puzzle, where individual symptoms only make sense when viewed holistically. This fresh visual identity has resonated strongly with audiences, leading to steady growth in monthly listeners and significant increases in website traffic and social media engagement.
It’s Not in Your Head Podcast Primary Logo
It’s Not in Your Head Podcast Brandmarks
It’s Not in Your Head Podcast Brand Patterns
It’s Not in Your Head Podcast Youtube Thumbnail Backgrounds
It’s Not in Your Head Podcast Youtube Thumbnail Backgrounds
It’s Not in Your Head Podcast Youtube Thumbnail Backgrounds
It’s Not in Your Head Podcast Social Media Mockup
Nº2. CREDITS
Collaborators
Graphic Design: Chiarra Paton-Dowling
Contributions
Creative Direction: Milkshake Creative
Nº3. ABOUT
"It's Not in Your Head" is a podcast serving to increase both patient and clinician understanding in the often misunderstood territory of chronic pain management.
Hosted by Dr. Dan Bates, a sports physician, and Justine Feitelson, who brings her unique perspective as both a pain coach and patient, this podcast breaks down complex medical concepts into digestible, actionable information. Their grounded approach combines clinical expertise with lived experience, creating a rare space where both healthcare professionals and patients can gain valuable insights.
Through thoughtful discussions, they illuminate the multifaceted nature of pain, challenging the traditional narratives and offering evidence-based strategies for management. The podcast has cultivated a dedicated community of listeners seeking to better understand the intricate puzzle of chronic pain and discover pathways toward improved quality of life.