Aramark Higher Education › Health & Wellness Brand Platform
The Aramark communication strategy around health & wellness was fragmented, with each business unit doing their own thing packaging and presenting their specific programs around health & wellness, without having a consistent platform theme or identity.
Given the success and traction of the k-12 health & wellness brand initiative Healthy for Life—which Tom was instrumental in developing—much consideration was given as to how that name might be leveraged as a broader overarching theme that could work across all business units and be universal enough to become the umbrella for what would be a wide spectrum of programs falling underneath.
Ultimately developed further and executed by a New York agency with the bandwidth to implement such a large initiative, this initial brand exploration was the foundation for what has become the integrated Health & Wellness platform rolled out enterprise-wide as Healthy for Life.
Initial brand exploration : healthy attitude, healthy appetite, healthy & happy, healthy goals and healthy journey
Refined brand exploration : ingredients for wellbeing_culinary, nutrition, lifestyle and activity
Refined brand exploration : inspiring better living_inspiring dedication, inspiring effort, inspiring attitude and inspiring day
