Brand · UI · Social Strategy
Alcomy
The narrative gap between rock bottom and five years clean, and who actually fills it.
- Role
- Design, Copywriting
- Scope
- Branding, UI/UX, copywriting, social media management
- Team
- Paul, designer · VLThemes, development
01
The brief.
A successful business professional, one year sober, wanting to show that addiction does not discriminate by job title.
Recovery writing tends to skip the middle. There is the rock bottom story and there is the five-years-clean story, and almost nothing about day one through the first year, which is when people actually need to read something.
The platform had to document that stretch honestly while challenging the stereotype of who an alcoholic is.
[al-ko-me] verb. The destructive mix of alcohol and one's actions, often resulting in regrettable or harmful behavior and consequences.
02
What was
delivered.
A full brand system, the platform it lives on, and the content strategy that carries it.
Brand identity
Logo and visual system for a subject that is usually handled with either clinical distance or recovery-industry gloss. Neither fit.
UI and UX
Blog platform design built for long-form personal writing, prioritizing reading comfort over engagement mechanics.
Copywriting
Voice development, including the name itself and its definition, which became the brand's central device.
Social management
Ongoing content strategy and community management across channels.
03
The social
approach.
Reach people in denial before the problem solidifies.
Content targeted early-stage drinkers with relatable visuals and copy that acknowledged the fun before confronting the consequences. Leading with the lecture loses the audience that most needs to hear it.
Tone stayed accessible to younger audiences while reassuring older demographics that recovery does not have an age limit.
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