Working in a creative studio environment, we know firsthand how hard it can be hard to achieve a proper work/life balance. Nowadays, success can often be defined outside of working 24/7 or blitzing task after task on your to do list.
A new generation of workers are focusing on their physical and mental health as being key to their happiness and success. According to an article in Stylus 'Around two-thirds (65%) of Americans equate wealth with good physical health, rather than lots of money (35%).'
A better way
Dr Jatin Joshi, a successful London surgeon, discovered the challenges of managing a demanding career whilst battling Crohn’s disease. Recovering from surgery to have a section of his intestine removed, Dr Joshi needed to find a way to absorb the nutrients that his body badly needed. He refused to take vitamin pills because he knew from surgical experience that the binders from tablets could stay lodged in his colon and he understood how difficult it may be to absorb them. Urged on by his wife, dental surgeon Dr Sonia, Joshi, he used his medical expertise to create an oral spray supplement which would enable better absorption and would be easier to take even whilst on the go.
Small, incremental changes = big difference
Last year, Instavit were entering a new phase of growth. We were enlisted to review their current brand and to help them realign it. As Instavit were scaling up from initially only selling their product online, we needed to make sure that the brand that we built would be fit for purpose both for that moment and for any future growth when it became available in many retailers across the USA and Canada.
As previous applications had been carried out on an ad hoc basis, we worked closely with the client to develop a vibrant and colourful identity, bringing visual impact and consistency to the brand.
Today's consumers live a hectic, 24/7 lifestyle and are often tired, stressed, lack sleep or have poor general health. With this in mind, we worked together to create a 360 degree, holistic focus for the Instavit audience. Through blog posts, health tips, quick recipes, and additional content, we provided small, incremental changes with the potential to positively impact their lives. This amplified the no-junk solutions that the brand stands for.
The website was redesigned to be content-led and to educate consumers on the products as well as the key components of nutrition such as the A to Z of vitamins. The visual identity was rolled out across print items, banners, presentations, ads, retailer presentations and strategies as well as social media and PR. Instavit then decided to go full circle and change the logo to include dots instead of the medical 'plus' symbols. We helped to implement this across all communications. This led to a more vibrant and appealing brand which we summarised in a guidelines document to ensure clear guidance for all stakeholders.
Now, Instavit is ready for the future.
We had the privilege of working with Miho over the past 18months on Instavit. Miho has been a real asset to our team, bringing in her experience and expertise on design and branding to our company. We found Miho to be immensely creative, responsive and analytical. Miho brought with her a unique perspective of having lived in both the UK and USA and had a great understanding of the needs of early stage ventures and growing companies. Dr Sonia Joshi, Co-founder and Global Brand Director, Instavit Ltd
Three learning points
Listen intently to the client and work together to find a solution
Every project that we take on is a collaboration, so every effort is made to listen to the various stakeholders to make it work. Instavit is based in the US and UK so it could have been a challenge to connect across the various timezones. Ultimately everyone was on the same page, focused on trying to improve the Instavit brand, so we made sure to listen to all parties and worked together to reach the best solution.
Know when to save and splurge
Although there were often tight budget restrictions, we managed to create a cohesive identity across various touch points. Since the brand is key, especially as for a start-up that is scaling up, we kept the visuals fresh. We had to shoot the social media items in-house, but we made sure that the visuals retained the vibrance and excitement of the brand. For certain items such as brochures, PR kits and other printed materials, we took a more premium approach. Even if another option was cheaper, the sensual aspect of the paper needed to be considered. First impressions count.
Passion paves the way
Working with a start-up or scale-up company can be more time-intensive and you need to be adaptable to client needs and changes that can happen very quickly. This can be a challenge for creatives. However, we were excited about using our skills to help people live healthier lives. By building the brand, we were able to help Instavit amplify their vision.