PA’s Future of Wellness campaign

Overview: PA’s survey of 4,000 consumers in the US and UK reveals that while wellness is a priority, many struggle with their wellness journeys. The solution lies in offering 'stackable' products, services, and experiences tailored to individual needs and seamlessly integrated into daily life.

Creative response: Working closely with internal teams spanning wellness experts, marketing, and DES, we narrowed down a distilled visual direction for the Sports and Wellness survey to three main components:

1. A set of colour “steps” to create unique, personal “stacks” – PA’s proprietary approach to seamlessly blending 6 areas of wellness: Sleep, Movement, Nutrition, Mental, Financial and Social wellness. These “stacks” were also used as the basis for the data visualisation.

2. An illustrative style to create a diverse, near-future set of avatars for the “stacks”, developed using a mixture of Midjourney AI and photoshop AI capabilities, representing a broad section of wellness consumers

3. A group of supporting icons, inspired by a modern take on Otl Aicher’s famous Olympic pictograms.