I worked with Decoded on a new brand platform and positioning for WW that informed the direction and tone of their work from that point forward.

WW is on the edge of a careful balance. Their customers love the idea of body positivity, but they still really want to lose weight, and want tools to help them do that.  Wellness itself is full of contradictions, gatekeeping, and too-lofty goals. Embedded in an industry famous for disillusionment, WW wanted to stand for something people can truly believe in.

We Will Live Well is the shared belief that intention plus action equals wellness, no matter how fragile the intent or small the action.

It is a mantra to repeat and internalize, a set of rituals to provide meaning and direction, and a call to find higher purpose within.

As the creators of this belief system, WW will rise above the rest of the industry, helping you build intention, take action, and be the you you believe in.

These images are a mix of those used illustratively to sell the idea and live work created based on the language of the platform.