Tivity Health tasked Isobar with creating and building a brand and accompanying app to target the “mid-lifer” demographic in order to motivate them to be fitter, healthier and stick with a long-term program. In a world where fitness programs all seem to be aimed at buff millennials, and diets are so fussy and complex, flip50 is a complete wellness solution tailored to the needs of mid-lifers.
The product idea centered around three pillars: Fitness, Nutrition and Relaxation - because knowing how to look after our mental health is as important as the physical side for the overall well-being of this time-squeezed Middle Generation.
To bring the new brand to life, we executed on a number of phases: original market research, brand strategy, brand creation, product build and product management.
By the end of 2018, the new program had officially launched in seven states -- we will be launching across the U.S. throughout 2019.