Aetna: What's Your Healthy Campaign

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Empowering Health Journeys with Aetna: 'What's Your Healthy?

Embarking on the Aetna - "What's Your Healthy?" project, we dove deep into the multifaceted, personalized experiences that people associate with the concept of 'health.' We understood that health and wellness aren’t one-size-fits-all; rather, they’re a collection of unique journeys and stories, each brimming with individual triumphs, struggles, and aspirations. From the simple joys of a family bike ride to the ambitious pursuit of a 5k run - every version of ‘healthy’ tells a story, and Aetna aimed to listen, celebrate, and empower each one.

The integrated marketing and advertising campaign, which sprawled across a national canvas, was designed to initiate an open dialogue about personal definitions of healthy living. Through the interactive platform, www.WhatsYourHealthy.com, we invited consumers to step into a space where their stories were heard, valued, and celebrated. They shared their unique narratives of what 'healthy' meant to them, thereby creating a rich tapestry that illustrated the varied and vibrant definitions of wellness.

In parallel, the launch of the CarePass® consumer website and mobile solution marked Aetna’s commitment to facilitating each individual’s health journey. This wasn’t merely a digital platform but a personal health companion, offering resources, support, and guidance tailored to individual needs and goals.

Working on the "What's Your Healthy?" campaign was a journey in understanding and celebrating the myriad ways in which people experience and pursue health. It was about acknowledging every stride, pedal, and breath in the pursuit of wellness, and crafting a platform where every personal health journey was seen, supported, and cheered on by a community that understood its profound value.

Block::Block NFT Branding and Design

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Constructing the Digital Future: Innovative Branding & Collaborative Ventures with Block::Block

In the vibrant and ever-evolving world of NFTs and Web 3.0, Block::Block emerged not just as a participant but as a trailblazing entity, embedding itself into the very fabric of the digital-asset revolution. Our logo, a tangible symbol of our ethos, signifies more than our identity. It embodies the essence of collaboration, reflecting the initiation of a synergistic relationship that champions your brand’s journey from inception to realized success.

The "PIXEL" was heralded as our hero, a nod to the pivotal role pixel design plays in the pulsating heart of NFTs and Web 3.0. In 2021, we unwrapped a plethora of collaborations such as KryptoSign, mxtter, Savage Droids NFT, CryptoGeisha NFT, and MeebitsDAO, each exploring and unlocking the boundless potentials of blockchain and decentralization.

Integrating NFTs into our branding was more than a strategic choice; it was an assertion of our dominance and expertise in the space. It asserted, “We don’t just operate in this domain; we own it.” By purchasing and incorporating various NFTs into our branding, we did not merely demonstrate our capacity as collectors but confidently proclaimed our mastery and insightful navigation through the digital asset space. Our brand became a testament to our relevance, skill, and strategic foresight, transforming our presentations into a virtual museum—each NFT a curated piece of our digital art collection and a strategic component of our brand narrative.

In this repository of epic projects and collaborative creations, Block::Block has steadfastly established itself as a Creative Blockchain Lab, micro-funding entrepreneurs and artists, and diligently working within DAOs, NFTs, the Metaverse, and the wider creator economy. Our collaborations speak for themselves, with ventures like SuperGeisha.io, mxtter.art, SavageDroids.com, MeeBitsDAO.com, MenscheMachine.io, and kryptosign.xyz showcasing our pervasive impact across diverse digital realms.

The journey through Block::Block is not merely a passage through a company's portfolio but a voyage through a dynamically crafted digital realm where every pixel, every NFT, and every collaboration is a foundational block, building not just our brand but structuring the very architecture of the digital future.

Soapbox Branding and Social Design

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Navigating the Ethical Minefield: The Rise, Impact, and Conscientious Dissolution of Soapbox Social

Back in 2016, amidst an era particularly notorious for 'fake news,' our team sought to carve out a niche in the digital landscape for constructive and informed political dialogues. Soapbox emerged as a post-partisan political news network, intending to curate a robust online platform that welcomed voices and ideas from every nook and cranny of America.

The challenge was profound: building trust in an environment rife with skepticism. Our branding strategy leaned heavily into establishing and nurturing this trust. Recognizing the pulse of digital interactions at the time, we turned our attention to emergent social media trends. Notably, we drew inspiration from Facebook’s introduction of gradients to highlight text posts and their deployment of reactions as a means of enabling nuanced responses.

In employing gradients, the implicit signal to users was that a "Friend" was conveying something of significance. By integrating this tactic into our own branding, we mirrored a familiar and user-friendly visual cue that implicitly suggested importance and reliability amidst a sea of dubious information.

Moreover, Facebook reactions became a pivotal inspiration for furthering our brand’s interactive element. We tweaked the emoji element in our branding, providing us with a playful yet consistent avenue to maintain an active and engaged online presence. The flexibility of altering emoji reactions allowed Soapbox to remain dynamic, constantly adapting to the trending conversations and moods on the platform while maintaining a thread of brand consistency.

Soapbox did hit a significant milestone – amassing over 300,000 followers by 2018. However, it also led us to confront a critical ethical question: Was our social experiment bridging divides or inadvertently fueling them? We observed the discourse, and after grappling with the reality that we couldn’t fully steer the nature and direction of conversations on the platform, made the tough decision to dismantle the forum in the interest of social responsibility.

This project doesn't just stand as a testament to strategic, trend-driven branding, but also as a stark reminder of the complex ethical landscapes that social platforms navigate, particularly within the realm of political discourse. Through the rises and falls, Soapbox underscored that while branding can draw people into a space with the promise of trust and engagement, maintaining ethical integrity is paramount, even if it means stepping back for the greater good.