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
![03 phase2 must-do](/_uploads/projects/_source/03_phase2_must-do.jpg)
![04 phase2 whet-your-appetite](/_uploads/projects/_source/04_phase2_whet-your-appetite.jpg)
![05 phase2 youg-at-heart](/_uploads/projects/_source/05_phase2_youg-at-heart.jpg)
![06 phase2 healthy-goals](/_uploads/projects/_source/06_phase2_healthy-goals.jpg)
![07 phase2 healthy-journey](/_uploads/projects/_source/07_phase2_healthy-journey.jpg)
Refined brand exploration : ingredients for wellbeing_culinary, nutrition, lifestyle and activity
![06 phase3 ingredients](/_uploads/projects/_source/06_phase3_ingredients.jpg)
![07 phase3 ingredients](/_uploads/projects/_source/07_phase3_ingredients.jpg)
![08 phase3 ingredients](/_uploads/projects/_source/08_phase3_ingredients.jpg)
![09 phase3 ingredients](/_uploads/projects/_source/09_phase3_ingredients.jpg)
![10 phase3 ingredients](/_uploads/projects/_source/10_phase3_ingredients.jpg)
Refined brand exploration : inspiring better living_inspiring dedication, inspiring effort, inspiring attitude and inspiring day
![11 phase3 inspfbbe32081c](/_uploads/projects/_source/11_phase3_inspfbbe32081c.jpg)
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![13 phase3 inspiring-better-living](/_uploads/projects/_source/13_phase3_inspiring-better-living.jpg)
![14 phase3 inspiring-better-living](/_uploads/projects/_source/14_phase3_inspiring-better-living.jpg)
![15 phase3 inspiring-better-living](/_uploads/projects/_source/15_phase3_inspiring-better-living.jpg)