Ushering in a new era of messy wellness with Well+Good
— powered by Humm Kombucha
My contributions:
Brand Identity & Positioning
Go-To-Market Strategy
New Business Support
The challenge:
Under new leadership, Well+Good sought to differentiate itself from the wider wellness media landscape with a fresh approach that better captured the state of wellness for a new year.
In a sea of “beige wellness,” riddled with pristine creative and exclusionary norms, Well+Good needed a bolder brand voice to usher in a new era of wellness—one that invited individuals from all walks of life to see themselves reflected in the journey.
The approach:
Recognizing that the 2010s vision of wellness was dead, I introduced the concept of the “messification of wellness” as a core narrative for editorial content and partner engagement—informing a refreshed brand identity, social presence and programming strategy for Well+Good.
This approach culminated in the launch of Well/Mess, a new year wellness tentpole celebrating the non-linear journey to feeling good—providing actionable content across fitness, mindfulness, and nutrition that redefined wellness as approachable, authentic, and messy.
