Marketing Goals
According to the American Journal of Medical Genetics, obesity is a leading preventable cause of death worldwide, with increasing rates in adults and children. Authorities view it as one of the most serious public health problems of the 21st century. Statistics from the National Health and Nutrition Examination Survey, published in January 2012 by the CDC, show 35.7% of U.S. adults are obese, and that obesity leads to increased heart disease, stroke, type 2 diabetes and certain cancers.
“In a 2011 survey of food and health by the International Food Information Council Foundation, it was found that only 9% of Americans could correctly estimate the total number of calories they need in a day and as many as 75% were unsure of the relationship between consuming too many calories and weight gain.”
Best Food FITS (Best Food for Families, Infants and Toddlers) is a research project funded by the Texas Department of State Health Services and headed by Dr. Sylvia Crixell and Dr. BJ Friedman at Texas State University in San Marcos, Texas. Their goal is to educate parents of young children, not about the devastating results of poor nutritional choices for their families, but give them the solutions to better health through dietary education, training and support.
The original program launched in 2014 with minimal marketing tools and limited branding, the program received token results and nominal market penetration.
Our Solution
Workhorse’s Chief Strategy Officer, Guy Parker wanted to take on this project for his Masters thesis in Communication Design at Texas State University. The solution involved deep research into the medical implications and environmental influences associated with obesity, geographical access to healthy food choices and lifestyle impact on diet. A new brand foundation was established based on target audience groups and their own goals and needs. New positioning and message hierarchy combined with strong branding to deliver a comprehensive and consistent platform for marketing through segmented channels specific to each audience group.
Guy feels strongly that, “we should be using our skills and ‘design for good’, leveraging the impact that smart branding can have to help promote and communicate positive programs and services in our communities.”
What We Did
Results
The new branding program has not been implemented yet as of this posting, but work is underway to help facilitate this. The logo and branding did however, win recognition and acceptance into the LogoLounge Book 10, a highly acclaimed resource for graphic designers worldwide.
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