Context: Wellness ("health") and traditional healthcare ("care") are fundamentally competing ideas.*

Vitality, a wellness brand, played in the crowded wellness marketplace: a broad, sometimes ambiguous category becoming increasingly competitive in the delivery of integrated solutions, data science, incentive programs and results.

We were tasked with designing a unique brand character and brand narrative that would both inform key creative deliverables and incite unparalleled experiences with the brand. 

Vitality's unacknowledged competitive edge over other wellness companies — Vitality's background is in actuarial expertise — became the cornerstone for the establishment of its brand character and narrative. 

Because insurance and an authentic understanding of the science of risk are in Vitality's DNA, we positioned Vitality as more than just a wellness company. It is a behavioral science partner who is steeped in actionable data and a player in the center of the "health" and "care" spaces. 

Methods: A Trust Index (proprietary quantitative analysis of competitors and consumer sentiment), analyses of trends and business goals, stakeholder interviews (consumers and broker/C-suite audiences) 

Outputs: Corporate communications presentation, brand manifesto video, brand-messaging quick guide, tablet-driven interactive iBook presentation and new brand website, informed by the brand character and brand narrative

My Geek Out Strategy Moment: During a brainstorming session, my colleagues and I were jotting ideas on Post-its® in a stream-of-consciousness manner. In the process, one of my colleagues accidentally ripped a Post-it® that had the word "healthcare" written on it into two parts: "health" and "care." 

Minutes later, we had our healthcare paradigm — and thesis around the foundation of Vitality's strategic narrative — set in stone. 

Vitality Brand Manifesto Video

In collaboration with VSA Partners