TELUS Health • 2023
brand launch
Brief:
Following its acquisition of LifeWorks, TELUS Health wanted to do a global brand launch campaign targeting seniors in large multinational employers and provider networks to raise awareness of the currently Canada-centric brand.
I was asked to design a creative direction for the ads which exemplified the TELUS Health brand while elevating it in a fresh way.
Approach:
I chose to go with butterflies to evoke ‘rebirth’ as LifeWorks was to be reborn as part of TELUS Health. As well as being an appropriate metaphor, the butterflies wings unify the electric purple of LifeWorks with the pinky gradients from TELUS Health. The butterfly is a TELUS critter, an iconic brand asset which is famous in Canada but not normally widely used in the healthcare side of business, however, it was decided for this campaign we should use critters as they are so eye catching and appealing.
