Life Time — The Healthy Way of Life Company, is a classic case of an amazing brand that had been neglected in a creative marketing sense. Life Time members are very passionate about the brand. So much so that it’s an essential part of their lifestyle. Unfortunately, past creative efforts didn’t reflect this powerful company.

In the summer of 2010, I was hired to help define the master brand strategy for Life Time. Everything was on the table — from the way the brand appeared to the way it sounded to the touch points that engaged members and the public.

After learning about the brand, a headline popped into my head that I couldn’t shake. “I CAN DO IT ALL IN MY LIFETIME.” I loved its double meaning — both pragmatic and inspirational. Through this tagline, I was able to set the tone for future marketing efforts. So far the response has been incredible — earning national recognition by the public, Life Time members and major advertising award shows. And I’m proud to have had an essential part in it.

This is the results of many long hours with many talented people: