At the beginning of 2024, we met a small group of visionary leaders
“Science is changing at a nearly incomprehensible speed, and the feeling in the room is that we’re at a tipping point where a small group of committed leaders can effect significant change.”
— John Battelle, DOC Co-Founder
At the beginning of 2024, we met a small group of visionary leaders who completely reset our perception of what might be possible in the current healthcare landscape. Like much of the public, we often find ourselves overwhelmed by trying to decipher fact from fiction, distinguishing credible tools and technology from the snake oil products that oversaturate our media and our minds. These early conversations challenged us to view the current healthcare crisis differently — not just as a problem of messaging alone, but as a structural issue that requires collaboration, trust, and new ways of framing knowledge. And that is exactly what the Co-Founders of DOC had in mind. Being witness to these conversations was essential. We were invited to help shape the brand that would bring this vision to life — a cross-media identity designed not just for visual clarity, but for trust, connection, and growth.
DOC’s mission is “to unite and catalyze influential leaders across health, business, and culture to advance credible science, foster meaningful dialogue, and catalyze innovations that improve lives.”
Brand Persona
When we talk about branding at Level, we don’t just mean the visual elements — we mean the personality, the voice, and the values that bring a brand to life. In collaboration with our clients, we uncover the underlying traits and principles that shape how a brand speaks and acts, which then inform the visual systems we develop and implement.
In the case of DOC, this discovery work felt almost reversed: the founders came to us with a strong, well-defined sense of identity. There is so much about DOC that is unique — even in the language it uses to describe itself.
“Language shapes expectations, and traditional conference terminology evokes exactly what we’re working to transcend: passive audiences, one-way presentations, and transactional interactions.”
— John Battelle, DOC Co-Founder
DOC events are not conferences — they are Gatherings. These gatherings do not have speakers; they invite a Faculty of expert physicians and scientists to teach, exchange ideas, and foster a true culture of learning. DOC partners with organizations that share its mission of advancing science and medicine. Perhaps most importantly, DOC does not have attendees. With a room full of leaders, tastemakers, accomplished physicians, and brilliant scientists, everyone has a voice. Everyone is a Conversant and an active participant at DOC. The gatherings are invitation-only, ensuring that the conversations are intimate, intentional, and driven by a shared commitment to advancing credible science.
This shift in language reflects a deeper shift in structure: at DOC, every participant is invited to take an active role in the ideas being explored. Conversants engage directly, not only during mainstage presentations, but through roundtables, workshops, and informal moments designed to foster dialogue, connection, and collective inquiry. Conversations continue between sessions, ideas are exchanged freely, and spontaneous interactions deepen the day’s themes. As conversations unfold, working groups form organically, allowing ideas to evolve and continue beyond the gathering itself.