In a six figure comprehensive creative overhaul, I had the privilege of refreshing the asset array for Life Time’s human resources and greater team member brand identity. First leading a creative audit of existing assets allowed a channel specific strategic assessment to be made for each platform. We identified across channels how we wanted to communicate about opportunities at the company, while creating a functional hierarchy of how this content should be presented and experienced. Placing ourselves into the market, I ensured the strategic approach held water against data and competitive analysis at the national scale.

As a result of my audit exemplified we were doing an incredible job telling our story across site-native video content, testimonial, and social but that there was opportunity to tighten our user experiences and online web flow relevant content allowing immediate connection with a role. We shared a deep desire to ensure our team members were exclusively shown in their best light as the heroes they are, most of all subject experts in their own individual parts of our athletic country clubs nationwide. Specifically in terms of creative, this required a massive new creative hierarchy to present novel still imagery from a list of departments and categories.

We quickly realized this thing had scale, so of course I called on our friends over at Piranha in New York to tear this things to pieces and we hopped on a flight down to Miami to get things taken care of.