XRT Boundless
Brand Guide
The single source of truth for everything XRT produces. Strategy, voice, visual identity, and brand elements.
We are problem-first, not feature-first
Every piece of communication starts with the problem, not the product. We don't lead with what Boundless does. We lead with what's broken about current therapy pathways and why it matters.
The framing order
Everything we produce follows this sequence:
Problem → Gap → Solution → Evidence → Action
"Progress stalls because imaginal exposure is too abstract and real-world exposure is too overwhelming. Boundless bridges that gap. 74% reliable recovery. Book a call."
Product → Features → Benefits → CTA
"Boundless is a digital therapy platform with realistic environments, graded exposure tools, and clinician dashboards. It helps improve outcomes. Get started."
The first version makes the reader feel the problem before they hear the solution. The second version sounds like every other healthtech company.
The Value Stack
We build agreement before asking for commitment. Every outcome from the savings calculator is a "yes" we can stack. The technique: add one benefit at a time until the value is undeniable.
The stacking pattern
Wouldn't it be great to improve recovery rates?
Wouldn't it be great to improve recovery while reducing sessions?
Wouldn't it be great to improve recovery, reduce sessions, and save money?
Wouldn't it be great to do all of that and generate multiple QALYs?
Wouldn't it be great to do all of that using hardware you already own?
Wouldn't it be great to do all of that within your existing CBT pathway?
Every presenter at events states maybe 1 or 2. We stand out by stacking them clearly. Each benefit comes directly from the calculator: recovery rate, session count, cost saving, training requirement, hardware, pathway fit.
Where to use the stack
Live speaking events. This is where value stacking really shines. At NHS innovation conferences, digital health expos, and Mental Health Network events, every other speaker mentions one benefit, maybe two. By building the full stack on stage, XRT stands head and shoulders above them. The audience hears six layers of value and by the sixth "yes," the proposition feels undeniable.
Other good formats
Pitch decks: One benefit per slide, building to the full stack by the penultimate slide before the ask. Conference posters: The stack as a visual ladder. Social content: Each post focuses on one layer, and over a series of posts the full stack builds. Landing page scroll: Each section adds a benefit as the user scrolls (the homepage already does this).
Rule of Three
When describing what we treat, we always use exactly three words. This creates rhythm, memorability, and clinical accuracy without sounding like a medical textbook.
"Anxiety, phobias, and avoidance"
This is the canonical phrase. Three words. This order. Every time.
"Mental health conditions" (too vague) · "Anxiety disorders, specific phobias, social anxiety, PTSD, OCD, agoraphobia..." (too clinical, loses people) · "Fear and anxiety" (too simplistic, misses avoidance)
Why avoidance?
Avoidance is the behaviour that keeps people stuck. It's the reason therapy stalls. It's also the word that resonates most with people who don't identify as having "anxiety" or a "phobia". They just know they avoid things. Including it widens the audience without diluting the clinical credibility.
Voice & Language
XRT sounds like a confident clinical colleague, not a corporate brochure and not a wellness brand. We're direct, evidence-based, and grounded.
| Attribute | What it sounds like |
|---|---|
| Clinically credible | We cite specific data, name the outcome measures, reference NHS pathways by their proper names (Step 2, Step 3, Band 6, DTAC). We never bluff. |
| Confidently plain | Short sentences. No jargon-for-jargon's-sake. If a commissioner can't understand it in 5 seconds, rewrite it. |
| Problem-aware | We show we understand the pressures clinical leads face: waiting lists, stretched teams, outcomes scrutiny, budget constraints. We're on their side. |
| Never salesy | No superlatives. No hype. The evidence is the sell. "74% reliable recovery" is more powerful than "incredible results." |
B2B vs B2C language
Say "clients". Reference pathways, bands, outcomes, cost savings. Speak to service-level impact. "Boundless helps your team achieve better outcomes within existing CBT pathways."
Say "people". Reference experiences, feelings, progress. Speak to personal transformation. "Boundless helps people overcome anxiety, phobias, and avoidance."
"Patients" feels a bit clinical for what we do. "Users" makes us sound like an app. "Sufferers" is patronising. None of these are the end of the world, but "clients" and "people" are almost always better choices.
Colour System
The palette is built around the exposure gradient metaphor, moving from deep, abstract purple through clear teal to warm reality. Every colour has a functional role.
Primary palette
Surfaces
Text
Functional colour roles
Teal = Boundless, positive, action. CTAs, highlights, the product itself, improvement indicators, the "answer."
Purple = depth, authority, clinical credibility. Dark sections, trust, the NHS-facing presence.
Warm amber/neutral = real world. Only appears in environmental imagery and the in vivo side of the exposure gradient. Never used in UI.
Typography
DM Sans only. Everywhere. No exceptions. One font family gives us consistency and a modern, technical feel. Hierarchy comes from weight and size, not font variety.
Spacing & Radius
Border radius: 8px for cards and containers. 100px for pills and tags. 6px for inputs.
Shadows: Minimal. Resting: 0 2px 8px rgba(0,0,0,0.04). Hover: 0 8px 24px rgba(0,0,0,0.08).
Section padding: 80px vertical on desktop, 48px on mobile.
Card borders: 1px solid rgba(45,26,110,0.08), a barely-there purple tint, not grey.
1. The Exposure Gradient
The core visual metaphor. A gradient that moves from abstract/imaginal (desaturated purple) through Boundless (teal) to real world (warm amber). This IS the product story rendered as colour.
Where it appears
Hero scroll animation (the split-screen reveal). Background colour transitions between page sections. Progress indicators. The pathway diagram. Presentation slide backgrounds. Social media cover images. Email header bands.
How to use it
The gradient always reads left-to-right or top-to-bottom. Teal always sits in the centre or at the destination end (the answer). The purple end represents the starting state. The warm end represents the real-world goal. Never reverse the direction.
2. The Threshold Line
Boundless is a threshold between two states. A clean vertical or horizontal line that marks a transition point, the same centre line from the split-screen hero.
Where it appears
Section dividers (replacing plain horizontal rules). Before/after comparisons. Between problem and solution content. Between SOC and Boundless outcomes in the calculator. As a vertical accent beside testimonial quotes.
Specs
2px width. Teal (#2DD4BF). Optional glow: box-shadow: 0 0 20px rgba(45,212,191,0.3). On dark backgrounds. On light backgrounds, use Purple Mid (#4A2FA0) at 20% opacity instead.
3. Environment Fragments
Boundless uses digital environments like streets, schools, transport, medical settings. Instead of showing full screenshots everywhere, we extract fragments as abstract, painterly texture layers at low opacity behind content.
Application
Environmental whispers sit behind dark sections at 4-8% opacity. A hint of a street scene behind the problem section. Tree canopy shapes behind the evidence stats. Train carriage geometry behind testimonials. Never enough to identify, always enough to create atmosphere.
4. Hierarchy Nodes
Exposure therapy works through graded hierarchies, with level 1 (lowest anxiety) building up to the target. This stepped structure becomes our icon and diagram system.
The pattern
Connected nodes on a line, each slightly larger or more saturated than the last. Replaces generic numbered lists. The final node is always teal (the destination/outcome). Previous nodes are purple at increasing opacity.
5. The Aperture
Boundless is a window into a controlled environment. A rounded rectangle with soft edges, suggesting "looking through" into something safe.
The shape
A rounded rectangle frame containing images, screenshots, testimonials, or stat cards. 12px radius. Subtle teal border or glow on dark backgrounds. On light backgrounds, purple-tinted border at low opacity.
Words We Never Use
"VR therapy" or "virtual reality" . The moment you say VR, people picture headsets. Headsets are not practical in an NHS therapy room, they're expensive, they isolate the client from the therapist, and they create a barrier to adoption. Boundless runs on flat screens, laptops, and tablets. Saying VR sends people down completely the wrong path. Say "realistic digital environments" or just "Boundless."
"Revolutionary" · "Groundbreaking" · "Disrupting" · "World-first". Every healthtech startup says this. It signals insecurity. Let the evidence speak.
"AI-driven therapy" · "AI-powered". We're not an AI product. This creates regulatory risk and misrepresents what we do.
"Replacing therapists". The opposite of our value proposition. Boundless is therapist-led. The therapist is central. Always.
"Patient" . We tend to use "client" in B2B contexts and "people" in B2C. "Patient" can feel a bit clinical and create distance, so we lean away from it, but it's not a hard rule.
Words we use instead
"Therapist-led" · "Exposure therapy tool" · "Realistic digital environments" · "Enhances existing CBT" · "Within your existing pathway" · "Graded exposure rehearsal" · "In-session tool"
Audience Language Matrix
| Concept | B2B (NHS / Clinical) | B2C (People / Families) |
|---|---|---|
| The person | Client | You / your child / your family member |
| What we treat | Anxiety, phobias, and avoidance | Anxiety, phobias, and avoidance |
| What Boundless is | A therapist-led exposure therapy tool | A safe way to practise facing what makes you anxious |
| How it works | Graded exposure rehearsal within existing CBT sessions | You work through realistic situations with a therapist guiding you every step |
| Key benefit | Better outcomes, fewer sessions, lower cost | Faster progress in a safe, controlled space |
| Evidence | 74% reliable recovery, CHEATA-evaluated, DTAC-certified | Most people see real improvement within 3-4 sessions |
| CTA | Book a discovery call | Find a therapist near you / Get started |
Imagery Rules
Show the therapist. Every image of the Boundless experience must include the therapist alongside the client. The therapist is always present, always in control. This is our key differentiator.
Obvious Simulations. Where possible it should always be very clear what anxiety, phobia or avoidance the client is working on with that scene. The reader may only glance over for a second so it must be clear.
Real photos where possible. Stock imagery kills credibility and our biggest challenge currently is clinical skeptism. If we are to move KPI's in the right directioon we must use real imagery as much as possible.
VR headsets. No headsets in any imagery, ever. Boundless runs on flat screens, laptops, and tablets. Headsets aren't practical in most NHS settings, they isolate the client from the therapist, and they make people think of gaming rather than therapy. Showing a headset sends the wrong message about what the product actually is.
Distressed or frightened people. We never show people in distress, even to illustrate the problem. The "before" state is shown through abstract metaphor (the foggy imaginal half), never through depicting actual suffering.
Sci-fi or gaming aesthetic. No neon grids, no futuristic interfaces, no virtual worlds that look like video games. Our environments are realistic and grounded. That's the whole clinical point.