• SHIFT56 is a health and fitness system designed to undo common myths about self improvement. Its demographic is young proffesional men and women.
• As a launch they needed a brand message, mark and look that was optimistic, aspirational and worked primarily on social then, eventually, in print and other brand spaces.
• The final version is an abstract that comes from the the principle that you cannot improve your health without metrics. It is somewhere between a sun and measuring dial.
• The first paid for product was a book for sale through Amazon and later major high retailer. Its cover was designed the brand in Amazon search and still work full size. The inside needed to be bright, inspirational and useful.