A recovery podcast that refuses to sound clinical, launched as a whole brand: the mark, the site, the merch and the social system.
01 / the brief
Frank Wills co-founded a luxury rehab and built Scars and All to put people with lived experience on mic: early recovery, staying sober, the families who live through it, and the counselors and sponsors who show up every day. The show needed a brand that sounds like him. No clinical distance, no motivational-poster language.
Our job was the whole launch. The identity, a custom WordPress site with a voice recorder built into the homepage so listeners can send in their own story, the merch line, and the social system to carry it every two weeks.
Transcript / Frank, in his own words, from scarsnall.com
FrankI didn’t get sober to be fine. I got sober to be alive.
FrankI’ve got face tattoos from my past and a business I built in recovery. Both are real. Both are me.
02 / the identity
A microphone wrapped in tape, a bolt of lightning behind it, the name cut through like scars, and the line underneath that says what it is: Recovery Podcast, Est. 2026. It reads on a hoodie, on a favicon and on the mic itself.
Signal red on the microphone, the record button, the rail beside each pillar and the hoodie. Everything else is ink and bone white, so the red always means something.
Condensed capitals for what Frank says, a plain sans for everything else. Bebas Neue and Anton over Inter, on the site and on the merch.
The four pillars the show runs on, in the client’s own words
The raw first days. Finding your footing when everything feels like it’s falling apart.
Year two, year five, year ten. The fight changes but it doesn’t stop.
For the people who love someone through it. You didn’t cause it. You can’t cure it.
Counselors, sponsors, and peers who show up every day to pull people forward.
03 / the shipped site
Visitors record their own story, up to five minutes, and send it to the show from the first screen. If a story is picked, the team reaches out. Built into the theme, not bolted on.
scarsnall.com on a phone
The recorder, one thumb wide.
The hero and the recorder, captured from the live site at phone width.
Live at scarsnall.com ↗(opens in a new tab), season one recording.
04 / the show in numbers
Your brand has a voice. Let’s put it on the record.
No pitch deck. No retainer talk.
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