Eros Dervishi
brand designer
art director
Currently @Understood
About me ->
In late 2024, Understood.org identified an emerging audience opportunity among women ages 25–40 who were newly exploring an ADHD diagnosis. As Design Lead, I was tasked with developing an elevated, adult-facing visual language that spoke directly to this audience while remaining connected to the core Understood brand.
My role included conducting visual research, mapping cultural and design trends relevant to women engaging with ADHD content, and defining a look and feel that felt empathetic, modern, and distinct. The strategic challenge was to create meaningful differentiation without building an
entirely separate sub-brand.
I established a collage-forward photography approach that brought a sense of personal narrative and emotional depth to the work. This was
supported by a refined color palette and lighter typographic system—deliberately restrained choices that created a more mature and inviting tone. The resulting system offered enough flexibility to scale, while remaining recognizable as an Understood initiative.
This new visual direction became the foundation for Understood’s most successful podcast, “Climbing the Walls,” and shaped the full creative
expression of their 2025 “ADHD Unstuck” product and campaign.