Rev

The Apollo Group is one of the nation’s largest providers of education services in the United States. They embarked upon a bold vision to re-imagine their entire corporate health and wellness program in order to create an engaging and community-based health initiative across their nationwide network of campuses. The employees, students and faculty of the Apollo Group wanted a program that was owned, directed and promoted by the members itself, and the Apollo Group responded by providing a new approach to healthy living. Welcome to Rev.

“We are talking about symbols of change: Challengers deploy icons and symbols specifically to prompt reevaluation.”
– Adam Morgan, from “Eating the Big Fish”

Starting with the name and the experience pillars (developed by IDEO), Substance was challenged to completely rethink what a health and wellness program could be. Through research and focus groups, we knew that people understood the keys to healthier living and generally wanted to take steps towards a healthier lifestyle, but needed that extra “push” to get them from wanting to change to making that change.

How could Rev help people reevaluate their daily choices related to their health and wellness? We approached this challenge from the perspective of, “why should people care about Rev?” We created three core concepts around the Rev brand to answer this question:

A Collective Cheer

Opportunity is Where You Find It

Everyday Play

Using these core concepts as a foundation, we developed a brand and identity that wasn’t another health and wellness initiative, but a call to action and the collective voices of all the participants: a healthy living revolution. Along with the brand, including the logo and brand identity, we developed the documentation and supporting visual language, signage and collateral. In addition to all of this material, we helped re-imagine what the Rev website and wellness portal could be – more than an educational resource, but an online community of people supporting each other, celebrating accomplishments and providing encouragement through online and “real-life” peer groups. Finally, Substance developed a series of on-site engagement and deployment strategies and tactics in cooperation with Lee Weinstein and Associates to support the Apollo Group team in presenting the new brand to their audience.