YouFriendly

SOUTH BEACH DIET

I've created a wealth of work in the wellness, weight loss, and healthcare space for a range of clients, and South Beach Diet was a brand in need of its own "before-and-after" story. Their history of showing bikini-clad women and only using offers to sell their program was simply not resonating in a world that has become more holistic in its approach to weight loss. People want to feel good, be healthy—and lose weight as part of adopting a healthier lifestyle. The challenge, though, is that behavior change, calorie counting, and meal prep can be time-consuming. 

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The solution: I created a top-to-bottom redesign that tapped into more authentic storytelling and human truths. They launched a new product to tap into the keto-craze, so it was an opportunity to do something new, and feel fresh again. I led a large-scale broadcast, photo, and social shoot to build a new library of assets around real program members shot in a way that helps them feel more relatable. The campaign idea: it's YouFriendly. 

YouFriendly was a success and brought South Beach back into the wellness conversation. Because meals are packaged for you, it was truly a friendlier way to change your eating habits. I elevated the brand with a fresh color palette and new visual identity to dispel apprehension around packaged food and lean into the South Beach vibe. The frame device was a great element for highlighting each person's moment, while also nodding to the fact that this is a boxed-food program. Every aspect of the brand was impacted by our 360° campaign and robust shoot assets—I even redesigned their meal boxes! It was a bit a challenge to shift the brand out of the yell-and-sell mode they were used to, but we created something that truly combined the benefits of fresh brand work and demand performance (with less bikinis).