Pro Re Nata
Latin for at the start of the affair, used in medicine with the indication of as needed. This is a well known term for those of us suffering from chronic conditions and mental health issues. Pro Re Nata is, for me, a term for dealing with anxiety. What I've done with that term is stretched it, co-opted it in the hopes of destigmatizing mental illness and recognizing that Pro Re Nata can apply to other things than just drugs. To doing the things we love to do, the things that help calm us, ground us, and ultimately define us. For me that is art and cycling. Here are some of the examples of branding I've embarked on.