ban.do Wellness
Copy Leadership, Editorial Direction, Positioning
I was asked by ban.do’s Senior Creative Director to help evolve the brand into the wellness space. I first brought the brand’s five pillars of wellness to life with descriptive text, then jumped in to lead the editorial direction on a series of products to educate the customer with humor and meaning.
I recruited thought leaders from a variety of fields and worked closely with them to share their knowledge, collaborated with therapists to translate expertise into accessible insights, and provided words for artists to merge with visuals.
The result: A high-performing, ever-growing foundational collection that continues to steer the brand’s direction and diversify its audience.
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We exist to help you be your best, in all areas.
Wellness in words, from an updated mission to a few things girls need.
foundational framework
I defined an accessible and holistic vocabulary for living well, bringing words to the brand’s five areas of wellness: Mental, Physical, Professional, Environmental, and Community. With these areas clearly articulated, all brand teams from Product to Social had a supportive structure in which to create.
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It’s our belief that wellness is an essential ingredient in every part of your life, from your mind and body to the community that surrounds you.
One example of the five areas of wellness coming to life: Superwell, a week-long campaign by the social team that celebrates a different area each day through brand and influencer partnerships, community engagement, and product giveaways
The ban.do team invited trainers into the conversation to share inclusive fitness practices, and members of the ban.do community to share their creative approaches to wellness prompts.
An example of a wellness pillar description, paired here with a product assortment on social.
EDITORIAL DIRECTION
As a north star to the wellness category, I led the narrative strategy for a collection of interactive products that continue to drive product, marketing and social initiatives.
You’re Doing So Well
The cornerstone product that first introduced the five areas of wellness: a functional planner for tracking progress, filled with inspiring encouragement.
Creative Direction: Ali LaBelle
writers: Alli Simon, Yoga & Meditation Facilitator; Shanna Tyler, Fitness Trainer; Liz Tran, Executive Coach; Nicole Katz, CEO of Paper Chase Press; Anush Mirbegian, Founder of Es Par Ta
contributors Liana Jegers; Clay Hickson; Maggie Stephenson; Hannah-Michelle Bayley; Alisha Wilkerson; Vivian Lopez-Rowe; Kristin Barnhart; Maddy Nye
The name of the planner met customers where they are—reflecting the brand’s conversational tone and acting as an encouraging daily companion. Above, a photo shared by a customer on social.
I recruited a team of leaders from diverse industries—most of whom were first-time writers—and mentored them in creating editorial pieces for each wellness area. Headings and pull quotes were brought to life by illustrators to add personality and readability, under the excellent creative direction of Ali LaBelle.
“I have a hard time keeping track of myself, how I feel, and my goals. This planner makes me feel so organized and ready. Instead of being in survival mode, I think about friends to reach out to, meal prep, professional goals, and more.”
Emma, customer review
Feeling Feelings
A first-of-its-kind card deck for understanding and navigating emotions that moved the brand into a series of collaborations with therapists and wellness pros. The deck was a hit with customers and received rave reviews from mental health professionals.
Creative Direction: Ali LaBelle
Consulting Therapist: Dr. Cassidy Freitas
Design + Illustration: Maddy Nye
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Think of this card deck as a toolbox for your feelings. It’s filled with supportive insights and prompts that will help you get to know your emotions and learn how to navigate them.
The deck included 50 cards—10 each for the core emotions of Fear, Joy, Sadness, and Anger, and 10 wildcards for additional emotions like Curiosity and Shame. Translating Dr. Cassidy’s expertise into language suited to the ban.do customer, I wrote an overview for each, along with actionable prompts and pull quotes.
Therapists took over ban.do’s social accounts to share what each emotion meant to them. With fresh and on-brand ways to talk about each emotion, the social team brought challenging feelings like fear into an accessible light.
Love the Journey
A workbook for building a life you don’t need a vacation from, and a journal for taking it one step at a time. I was asked to shape the structure and narrative of this wellness duo.
Art Direction: Daniela Jordan-Villaveces
Consulting Therapist: Dr. Therese Mascardo
contributors: Luddo, Nicole Medina; Jenn Kitagawa; Joyce Lay Hoon Ho; Maga Rey; Bernie Dickson; Maddy Nye
I distilled and translated pages upon pages of dense therapy notes into an easy-to-follow arc of five actionable sections, including Map It Out, Bring Your Friends, and Delight in the Detours. Each included a series of interactive exercises that could be done in or out of order.
I filled the workbook with conversation-starting prompts, giving lots of material for Social and Marketing to work with. Here, two members of the social team go through a few together.
“I love this workbook and all it represents. It helps me plan my day with small actions so that I feel less overwhelmed, and it also just helps to ground me in the present moment.”
Shauna, customer review