Heights briefed us to launch the world’s first brain supplement, direct-to-consumer.
Our ambition was to communicate the revolutionary nature of the product, using a balance of brand and science to change the way consumers think about their brains and help them differentiate Heights from the outmoded product, messaging and design language of the multivitamin category.
Our challenge was to make taking care of your brain cool. Make science cool. To educate audiences on neuroscience, brain optimisation and personal improvement.
WHAT WE DID
We developed a strategy to position Heights as cool, contemporary and creatively-led. The brand and visual identity revolved around the concept of ‘your smart, charismatic friend’ — a layer of humanity to offset the scientific overtones.
This included a unique visual identity, tone of voice development, guidelines for responding to moments in culture and, paradoxically, encouraging people to actually think about their brains; speaking to them like a mate would.
Within the first five months of launch we grew Heights’ following to 5k, building a community of followers united by a shared interest in personal development, brain optimization and humor. The brand looks and feels fresh and directional— a category leader.