Better By Design

Designed Wellness was a comprehensive wellness program created to improve the health, wellness and well-being of the ACEC Life/Health Trust member population. 2 Right Brains was challenged to merge this existing brand with the Trust’s “You Belong” brand umbrella and extend it into two new products offered by the Trust. Leveraging the strong engineering identity associated with the word “design,” 2 Right Brains proposed “Better by Design” as the umbrella service offering. The desire to feel “better” led to the tagline, “Engineers Deserve Better,” building off the pride engineers have for their profession. As the product extensions evolved, the Designed Wellness name flowed naturally to embrace Designed Advocate for personal healthcare advisors, and Designed Telehealth for 24×7 physician access.

The “Better by Design” family of products played off the tagline, “Engineers Deserve Better,” in every creative execution. Better access, better health, better results, better advise, etc., illustrated the value of the offerings, while also emphasizing the brand identity. The scripted treatment of the umbrella name, “Better by Design,” mimicked the Trust’s “You Belong” tagline treatment, drawing an unmistakable link to the parent brand established by the ACEC Life/Health Trust campaign.

The ability of 2 Right Brains to extend our Designed Wellness brand into a family of new products was extraordinary all by itself. That they were able to connect it seamlessly with our ACEC Life/Health Trust brand was a win-win on all accounts. When our members learned of the new offerings, they immediately trusted the products, recognizing them as natural extensions of what they were already familiar with. The creativity of 2 Right Brains to assure that our “Better by Design” line would win acceptance across our community compressed our timeline for embedding these products into our overall portfolio of offerings.

— Lindsay Simone, Director of Health & Wellness at ACEC Life Health Trust

The use of color across the “Better by Design” campaign borrowed from the original ACEC Life/Health Trust palette, further tying the brand in with the parent organization. Lifestyle photography helped tell the wellness story throughout. Original illustrations for each of the product icons helped telegraph the core value for each offering in a quick, graphic way. A horizontal swash across the design space suggested upward motion, progress, and activity, all key themes of the “Better by Design” brand.

John Wagler and 2 Right Brains provided very thoughtful guidance and iterative design capacity for several projects we worked on together. Specifically, we used several data-oriented and technical presentations for clients that required more easy-to-understand images and design elements. John was not only proficient in offering several design options — he was a real joy to work with. Very attuned and present! He gets it right and produces according to both your specs and his “right” brain!

— Joel Bennett, Owner, Organizational Wellness & Learning Systems, Inc.

2 Right Brains’ “Better by Design” brand gave the ACEC Life/Health Trust a flexible, powerful platform for expanding their offerings in the future. Across the full spectrum of naming convention, logo design, brand standards and content presentation, the “Better by Design” look and feel presents a cohesive brand message online, on video, in print and collateral, direct mail and paid advertising executions. In short, the brand’s clean, fresh and vibrant presentation set the stage for new revenue streams at ACEC Life/Health Trust.

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