Challenging the status quo of ‘good health’.
The Problem
For too long, “good health” has meant the bare minimum, i.e., not feeling terrible. But optimal health? Real vitality? That’s been overlooked, underexplored, and underserved by the wellness industry.
The solution
This campaign set out to change that. By reframing what it means to feel well, we introduced a bolder standard—one rooted in daily energy, performance, and clarity. From messaging to creative, we gave health a sharper edge and a new aspiration: feeling your best, not just your baseline.
Scope of work.
- Developed the headline and copy architecture across landing pages and marketing materials.
- Ensured content aligned with a shift from reactive wellness to proactive vitality.
- Balanced scientific credibility with emotional resonance in tone.
- Collaborated with designers to maintain consistency across digital and print touchpoints.
Outcomes.
- Introduced a new verbal identity for Thorne’s product marketing, centered on human energy and optimization—not vague wellness ideals.
- Helped position Thorne as a thought leader in performance-first health by challenging norms around what “good” health means.
- Contributed to a brand lift across engagement metrics (time on page, scroll depth) on campaign landing pages.