I was involved with this project very early on...before the name was actually settled. Still, they wanted to hit the ground running in January - less than 2 months away. Certainly the timing was right - but they needed to differentiate themselves from the glut of other weight loss solutions hitting shelves this time of year. Because their program offered personalized, physician-designed plans for weight loss, the doctors became the stars. The medical basis became the focus, addressing the difference in approach and results - from the logo design, which features a celebrating figure reversed out of a medical cross - to the photography. The strong color palette and simple design gave it the visual pop necessary to grab attention in both newspaper and digital outdoor.