In 2020, TB12 wanted to refresh its brand positioning and creative presentation to break through the clutter of health and wellness messaging and establish itself as a thought leader in the wellness market — beyond it’s connection to Tom Brady.

Going into the refresh, we identified two primary challenges:

(1) Communicating what TB12 uniquely delivers in a relevant, simple, and beneficial way that is inspiring to the consumer and breaks through the clutter of all the health and wellness messages out there. If not perceived as highly relevant, simple, and powerful, we miss the opportunity to engage and keep engaged. (2) Attracting the right consumers into the top of the funnel and maximizing their lifetime value. We want to make lifetime fans of the TB12 brand.

Coming out of the refresh, we identified two primary deliverables presented in the form of a new brand book:

(1) A creative platform to bring the brand to life—visually and with messaging that powerfully and simply communicates what TB12 is, why it uniquely improves your performance, prevents injury, and helps you recover more efficiently. (2) Positioning and communication to bring new consumers into the brand and daily habits of the TB12 Method - enhancing the maximum value and success for both services and products.