I was brought into Designs mid 2018 to spearhead the new voice, image and direction of the brand.

It didn’t take much time for me to realize that, not only, was DFH a 30 year brand; they felt like a 30 year old brand. With a close eye, they were using terms like, leader,  and innovator but, on the surface they did not evoke these ideas. My approach was to spend time getting to know the products, people and practitioners who knew the brand better than anyone. I then surveyed actual consumers of the brand and products. What I came to learn was that Designs For Health actually are great innovators in the space and that people who use their products aren’t just patients or consumers but rather it’s a way of life for them.

Going off of this I quickly came to realize that DFH truly is a lifestyle brand, they just didn’t know it yet. Building my foundation on the premise that, “People don’t want change, they want what they know, better” I researched trends and examined ways to shift the visual and the voice of the brand to exude healthy lifestyles and living while also including younger demographics into the mix, all while not alienating the existing base. The first shift was from focusing on Science First, to Designing A Well World. This helped to set up the foundation for building a brand voice and visual personality that spanned not only the existing Baby-Boomer market but also included the Gen-Xer and the Millennial, and beyond.