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.

Although ultimately developed further and executed by a larger New York agency with the bandwidth to implement such a large initiative, the initial brand exploration by Plaid Hat helped lay the foundation for what has become the integrated Health & Wellness platform currently being rolled out enterprise-wide as Healthy for Life.