A radical approach to tackle type 2 diabetes

  • Case Scaling UK diabetes treatment with a digital in-brand strategy
  • Show more info
  • Client Counterweight
  • Industry Healthcare
  • Capabilities Digital Design
    UX Design
    Brand Design
    Design Research
    Service Design
Counterweight Header

More than five million people in the UK have diabetes – and the number is rising. Counterweight, leaders in evidence-based weight management, came to us to help them expand their reach with an affordable program that would help a broader population kick type 2 diabetes into remission.


Counterweight helps patients reach remission from type 2 diabetes using a meal replacement program. It began as a research study in the University of Aberdeen 18 years ago and it has been scientifically proven to be ten times more effective than the current NHS protocol.

After delivering this program in Scotland via GPs for several years, Counterweight wanted to provide an affordable, direct-to-patient treatment offering.


Over 12 weeks, the team conducted in-depth research with patients and dietitians to understand every aspect of the journey and identify key pain points. We looked at the program holistically, working on everything from brand design, service blueprints, to a working proof-of-concept prototype.


The rebrand was supported by a mobile app and a marketing website. The app is designed to work alongside the dietitian and enables patients to log their weight, record their mood, set personal goals, reflect on achievements, and visualize success. It also helps participants form positive new habits for health in the long term. Overall, it’s a companion to helping people reach remission, and stay there.

Our experience with Designit has been fantastic. We now know what to include in our service to help people through their journey to remission. Justin Slabbert, CEO, Counterweight


Counterweight is now widely used as a partner for diabetes treatment in Scotland NHS and is expanding successfully across the UK. Ultimately, it’s helping people with type 2 diabetes move into long-term remission.

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