Greatist.com Brand Refresh

A welcoming and judgement-free platform for wellness, providing credible and resources with a millennial point of view.

Overview

Greatist was acquired by Healthline Media in early 2019. This change provided an opportunity for the design team to adapt and improve its existing brand by featuring pops of primaries with an energetic, elegant approach to health, wellness, and fun.

Design

As an editorial designer, I supported the greatist.com platform through creating brand guidelines, curated visuals for multiple versicles. We worked closely with the SEO team to generate and adhere content with the user’s needs.

Audience

Greatist’s audience adheres to a younger generation of millennials and generation z, and the demographic is mostly female. Its visual storytelling becomes crucial in creating a brand that is sophisticated but energetic; minimalist but conceptual.

Identity

We’re always trying to find that fine line, making sure that the aesthetic isn’t gendered or stereotypical in hopes that it resonates with the right age and ideal audience.

Photo Shoots

We art directed a photoshoot to create library of evergreen, proprietary, generic stock photography to be used across media properties. Our focus was to prioritize modeling real people of all millennial age types.