BE STRONG. ASSEMBLY REQUIRED.
Statistically speaking, advertising and media professionals can be the hardest driving and hardest playing among us. They also tend to be younger than the average American white-collar worker.
Working in partnership with Mercer, WellnessWorx was created as a brand platform to communicate a wellness program and the value of healthier living to a diverse and disperse population of these people: archly creative, predictably cynical, emboldened by the sweet illusion of youth’s invincibility. The message: being strong, staying well, doesn’t just happen; assembly is required. It takes work and it worx.
Unlike many of our engagements, brand design needed to be “corporate brand neutral.” Meaning: the target audience worked for over a dozen of the world’s premier agencies under a shared corporate parent, but the brand couldn’t skew in any one direction, nor could it read “big brother.” We made it work for them, which worx for us.
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