Lose For Good was a program we created to help Weight Watchers to provide aid to people around the world. For every pound lost through WW, we would donate a pound of food somewhere, to somebody who needed it.
Before there were social media influencers, there were bloggers. And Esther was the blogger we appointed to be our official Weight Watchers online personality. We set her up with a budget and a platform (on MySpace!) to reach as many people as possible with her down-to-earth approach to weight loss and encouraging words of advice to those new to the program.
Color was a very important component to the Weight Watchers campaign. As part of our style guide for the brand, we created the “patchwork pattern” (composed of 8 base colors and 8 highlight colors) as a way to express joy, optimism and diversity.