Art direction, campaign design, and landing page strategy for a corporate wellness platform expanding into the U.S. market. The campaign targeted HR decision-makers through environmental, social, and web touchpoints across New York City.
Year
2023
Work
Gympass
Website
gympass.com
Approach
The "Dear HR" campaign concept speaks directly to the buyer, not the end user. Research from review sites and message boards shaped the messaging around what employees actually say when they want their company to offer Gympass. The visual system pairs Gympass's existing art-directed world with a social campaign built around HR Insights, putting real testimonials and data into formats designed for LinkedIn and Instagram.
Outcome
Campaign deployed across NYC, social, and web. Landing page designed for the campaign outperformed Gympass's existing core B2B page.
