Lifeforce
On a mission to improve the quality of mid-life.
RoleStrategy, Copywriting
ScopeBrand Launch
The Lifeforce platform was primed for a debut in early 2022, aligning with the release of Tony Robbins' book: "Life Force: How New Breakthroughs in Precision Medicine Can Transform the Quality of Your Life & Those You Love."
To ensure a robust brand presentation by the launch date, the team enlisted external brand specialists. Consequently, I was tasked with teaming up with a creative director and visual designer to shape the Lifeforce brand.
Lifeforce is the catalyst for performing at your best in mid-life. The company combines robust diagnostics, custom formulated supplements, safe and effective pharmaceuticals, and expert clinical care to meet Lifeforce members where they are to get them where they want to be.
Our challenge lay in distilling the expansive concepts of the Lifeforce team into a cohesive and distinct brand identity. Our task held particular weight as we aimed to ensure that the resulting brand resonated seamlessly with the celebrity stature of one of its founders, Tony Robbins.
Our primary objective was to create engaging brand experience capable of fostering a profound sense of connection, inspiration, and support within the Lifeforce customer base. Our process involved layering conceptual frameworks, messaging strategies, customer insights, and visual aesthetics. We basically kept brainstorming and polishing our work until we crystallized a final brand identity that met our standards.
Early on, we hit upon the resonant tagline 'empower your every day', a pivotal message that infused all our creative decisions. From defining the mission and vision to sculpting the tone of voice and curating the color palette, our aim was to ingrain a palpable sense of empowerment into every facet of the Lifeforce customer experience.
Empower your every day.
My goal for the Lifeforce voice was to cultivate a powerful yet relatable tone for such an expansive brand. Given the prevalence of technical jargon and distant tones among health competitors, I aimed to breathe vitality into the voice while retaining its authoritative essence. To achieve this, I stepped into the shoes of a customer embarking on the journey of health and wellness exploration. What emotions would they grapple with? What kind of support did they seek from a brand? My approach revolved around addressing the audience's concerns of apprehension and overwhelm, forging a tonal foundation that combined information and empathy seamlessly.
The ultimate result is a brand voice that exudes self-assurance, empowerment, intelligence, authenticity, and engagement. It strikes the ideal balance – sharp yet incredibly approachable.
The health and lifespan industry can often be bewildering, causing a touch of overwhelm. Given this understanding, we were laser-focused on crafting a website that struck the delicate balance of user-friendliness and the prestige worthy of Tony Robbins' association. Our aim was to find that sweet spot with a streamlined design that still packed a punch.
We leveraged impactful visuals and attention-grabbing headlines to underscore that Lifeforce is more than a mere program – it's a lifestyle. This website was engineered to work seamlessly for the customer. It's clear, comfortable, and guides the customer journey in a way that feels intuitive. This design approach allowed us to seamlessly funnel essential information to customers, leading them towards signing up for the program and embarking on their own Lifeforce journey.
Deliverables
Brand Strategy
Tone of Voice
Website
Live Site