The Problem: When Tivity Health talks to investors about their plans to expand the service offerings to include things like social networking and mental health, investors don’t see it as an exciting investment opportunity (i.e. “They don’t get it.)
The Insight: SilverSneakers has a proven track record of its ability to motivate members to take actions that improve their overall well-being and lead to a greater sense of joy and fulfillment.
The Solution: Get people who think of SilverSneakers as just a gym membership to see SilverSneakers as a “virtual companion” that guides seniors down a pathway to a happier, healthier more connected* life by showing how SilverSneakers empowers members to consistently engage in behaviors that improve their overall physical and mental well-being.
As the Art Director, I teamed up with our copywriter to concept multiple video treatments to solve our client’s problem. Tivity Health selected their favorite concept: Connection. We partnered on the script and storyboard, making sure to bring the client through the creative process to leave them believing in the story they needed to tell their investors. Through pre and post production (one full day on set and one day in the edit booth), we finished telling the SilverSneakers story and painted a future of connection and community for their users.
As part of this new brand narrative, my team was asked to infuse the SilverSneakers website with this new story of connection. Through a couple of discovery sessions with their team, I designed the wireframes you see below and our copywriter brought in our story of community.
