Nourished: Interactive Nutrition Education
Challenge: Growing trend for interactive nutrition education among culinary support services providers, but competitors' programs focus solely on recipes and lack a personalized approach for diverse healthcare needs.
Solution: Developed Nourished, an interactive educational pop-up experience featuring on-site chefs and dietitians. Together, they empower healthcare and senior living communities with bite-sized lessons on lifestyle and habits with goal of nourishing body and mind. Subconcepts like Blended (smoothies), Balanced Bites (bars), and more were developed to offer targeted food options that cater to specific dietary goals.
Impact: Nourished improves well-being within healthcare and senior living communities. 90% of participants reported approval of the program, and over 80% expressed excitement for its return. This program fosters a more informed and engaged community, empowering participants to make healthy choices through personalized education and delicious, targeted recipes.
Contributions:
Developed a comprehensive brand strategy
Identified and defined the target audience
Crafted a clear brand positioning
Formulated compelling value propositions
Designed a cohesive brand identity (that resonated with the target audience) including the name, logo, colors, and design style.
Developed impactful collateral materials (copy & design)
Spearheaded the launch marketing strategy
Developed an operations guide for with standard operating procedures and guidelines for all future rollouts.
Provided creative direction for all visual elements
Directed high-quality photoshoots of product/service launches to capture photos for future marketing efforts
Fostered cross-functional collaboration with culinary operations team and customer marketing department
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I thought I understood the creative process, but it wasn’t until I worked with Will Hawkins on the Nourished program that I truly appreciated it. Will is a master of his craft, effortlessly transforming complex operational needs and the talents of his peers into compelling, value-driven programs that bring our visions to life. His concept development is a wonder to be part of—precise, strategic, and focused on enhancing our organization’s efficiency and business excellence!
- Jeneta Culton, HHS National Director of Patient Experience -