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.
Initial brand exploration : Healthy attitude, healthy appetite, healthy & happy, healthy goals and healthy journey
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![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
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![10 phase3 ingr6d0233155b](/_uploads/projects/_source/10_phase3_ingr6d0233155b.jpg)
Refined brand exploration : Inspiring better living_inspiring dedication, inspiring effort, inspiring attitude and inspiring day
![11 phase3 inspf846899fcb](/_uploads/projects/_source/11_phase3_inspf846899fcb.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)