Health Coach Training Program eLearning App & Course Content

A comprehensive and immersive end-to-end digital training program, empowering individuals to take control of their health and become Health Coaches.

Client
Institute for Integrative Nutrition

Year
2021-2022

Project Type
Creative Direction, Brand Development, Product Design, Content Creation, Product Marketing

Role
Creative Director, Art Director, Senior Product Designer, Creative Strategist

Overview

Revolutionize health and wellness through innovation and education

Institute for Integrative Nutrition (IIN) was founded 30 years ago on a remarkable and innovative vision for health. Since then, the organization has grown into one of the largest and most dominant players in the space.

Problem

In recent years, interest in health coaching has skyrocketed —and so has a surge of new competitors. With a stream of fresh offerings in the market, IIN needs to reposition its signature Health Coach Training Program in order to stand out and maintain its edge.

Solution

Educational institutions are constantly bridging the history of academic excellence to the future-forward innovation. By repositioning, rebranding and developing HCTP with all new content, new industry-leading teachers on a technology-forward mobile-first learning platform, we can pioneer a new approach to health and wellness.

Brand Identity and Creative Strategy

In 2021, IIN began updating and crafting the new Health Coach Training Program's branding and creative strategy. To address the brand's challenges, we analyzed key insights and opportunities in several areas (audience, competition, health landscape, education landscape, and culture), which enabled us to establish the creative strategy and brand identity with intention .

The creative strategy and brand identity revolve around three core brand pillars: integration, innovation, and education. By positioning the brand as the catalyst where integral education meets innovation, the Health Coach Training Program's unique approach to health and wellbeing is highlighted.

In this immersive experience, participants will tap into their body's innate wisdom, unlock their potential, and learn to nourish, heal, and thrive. Moreover, they will acquire the skills to guide others on their wellness journey.

View Brand Book

Design

It’s time to redefine what it means to be nourished, healthy and integrated.

Health Coach Training Program was in need of a fresh, cohesive visual identity and a repositioning of the brand and its messaging throughout the curriculum product, eLearning platform and technology, and marketing.

Deliverables: Brand Guidelines, eLearning Platform and Apps, Curriculum Product, Marketing

Logos

Typography

The End-to-End Digital Experience

My approach is to facilitating purposeful human-centric experience through these three core pillars:

  • Strategy and design — the moments to delight

  • Culture — leaning into the mission of IIN which is to nourish, heal and thrive

  • Emotion — connection through effective words and compelling imagery

Marketing Site

The end-to-end journey starts with the public facing marketing site. Prospective students, experts and health coaches are directed to this site from a lead generation strategy that encompasses email, free webinars, social, paid ads, and events.

Role
Product Designer, Creative Strategist, Design Director

eLearning App

Through the curriculum and the learning platform, the digital experience stays cohesive to the brand identity. Immersive learning experiences were strategically designed to enable a student to effectively understand the concepts.

Role
UX Designer, Interaction Designer

Online and Mobile Apps

The Learning Center—Online and Mobile apps—employ the strategy of delighting in the moments of good service design and direct messaging that engage.

Role
Product Designer, Design Director

Curriculum Product: Content & Creative

Role
Creative Director, Creative Strategy and Management, Art Director

IIN’s Health Coach Training Program teaches integrative nutrition: the integration of the areas of life that feed us—spirituality, purpose, relationships, career and nutrition through a wide range of diverse perspectives from integrative nutrition and functional medicine pioneers to spiritual leaders and business innovators.

Take a look at all the areas below in which I redefined the creative strategy, creative direction and the visual communications:

  • With the development of new world-class content, it’s only fitting to create e-learning module pages that reflect that level of design, and high-standards in learning/instructional experience.

    I defined the process, led and directed the UX group in my team to further innovate and solve for the instructional design and UX of the e-Learning Platform and Experience.

  • Our promise is that, we help you reclaim your power to transform. We do that through some unique curriculum differentiators, concepts and tools. I led the visual storytelling of these core instructional differentiators:

    • Science Spotlights

    • Somatic Moments

    • IINtegrative Coaching Method

  • My ultimate vision of the new videos is to be the “Masterclass” of health, wellness, business and coaching.

    I led the new set designs, art direction of the on-location shoots, cinematography, and overall creative direction that supports the depth and expertise of the content as well as create that connection the audience can have with our Visiting Faculty.

  • With any course, there is always printable PDF resources that aid the learning experience.

    I creative directed my team as we rebranded and redesigned the complete suite of over 400+ Curriculum and Business Tool kit PDFs.

  • Dive deep into the science behind health concepts with Science Spotlights, so that you can best support people in their transformation to better health.

    These beautifully and specifically designed content and creative supports the learners journey and understanding of complex scientific concepts.

    My role is to define the creative strategy and direction of these new and unique learning experiences. Working closely with the education team, my team and I designed visually compelling and clarity in message.

  • Learn and understand the value of mindful presence, awareness, and focus in your life and in your coaching career with Somatic Moments. These strategic content pieces are threaded throughout the course to provide the space and presence for the learner to self-assess and contemplate.

    My team and I produce, shoot and art direct these experiences.

  • Every type of learner like yourself have different modalities of learning and with the curriculum rebuild, it is extremely important the learner feels supported in their journey to mastering health topics.

    I led the design of that interactive tool with that in mind.

  • A robust training program throughout the curriculum to boost your business and coaching skills with the IINtegrative Coaching Method.

    I lead my team to use visual communication tools to breathe life into this HCTP offering.

Product & Digital Marketing

As the creative director for the launch campaign of the Health Coach Training Program, I developed the campaign concept and successfully oversaw the execution and production across various channels. My role involved developing strategies for the campaign execution and to ensure a cohesive and powerful message delivered through each channel.

Main Objective

Our main objective was to increase enrolments to the program, increase brand awareness, expand our reach.

Results

Our collective efforts resulted in a successful launch campaign that resonated with our target audience, sparking interest and increased enrolment rates to the HCTP program.

  • The commercial is the first point and one of the main marketing strategies to tell the story and to introduce what IIN can do for an audience that may not know who we are or what we are about.

  • Celebrating graduates of IIN’s Health Coach Training Program in honor of our 30th anniversary. We discover and meet the Next Generation of Well BeIINgs who have unlocked their potential to create their happiest, healthiest lives. This part of the integrated campaign spotlights 30 stories, 30 Well BeIINgs.

  • These are videos are designed to showcase the beautiful and intuitive designs, experience and the platform that will only get the learner excited for their journey with IIN.

  • We have over 95+ world-renowned leaders in health and wellness that make up our HCTP Visiting Faculty. Part of the integrated marketing campaign showcases the breadth of these experts and the depth of the content within the course itself. The content strategy and lead generation through trailers, montages, emails, social, and unscripted videos.

  • As part of the marketing strategy, we offer value and an opportunity to learn more about the program to our prospective students through guides, recipes, and other resources. We apply the strategy of lead generation through the sign ups for the free resources.

  • Paid ads are one of the biggest drives to our marketing site and into the marketing funnels. It builds brand equity and a wider reach with our target market.

  • With our rebrand and launch of the new HCTP, we are taking the opportunity to get our organic social to be on brand and to further define our tone of voice.

  • I led the creative direction and campaign execution across the merchandise available on https://campusstore.integrativenutrition.com/

The Creative Team

  • Design:
    Rashelle Palmer - Senior Designer
    Marsha Owett - Senior Designer
    Ariel Kaminas - Designer
    Karol Gutierrez - Designer
    Marina Ferreria - Designer

    Photo:
    Hannah Schwob - Photo Editor, Photographer
    Emily Bukowski - Jnr Photo Editor

  • Arev Steffan
    Krista Soriano

  • Adam Weinberg - Director of Photography
    Vanessa Velasques - Line Producer
    Craig Shom - Cam Op, Video Producer
    Hannah Wunder - PA, Jnr Video Producer
    Eli Kravetz - Gaffer
    Ben Manno - Audio Technician

    Plus a range of freelance video crews across the globe

  • Daniel Coletta - Snr Director, Video
    Jim Turner - Post Production Supervisor
    Megan Turner - Snr Video Editor
    Will Smith - Video Editor
    Pauline Noel - VIdeo Editor
    Ruchit Negotia - Video Editor
    Heet Purohit - Video Editor
    Joohee Park - Video Editor
    Jeff Prentkey - Video Editor
    Patrick Scherrer - Video Editor

During my tenure at IIN, I led, managed and mentored the creative team, which comprises of 4 major groups: design and photo dept, video pre- and production, video post-production and UX. I'm built a high-functioning team of designers, photo editors, photographers, UX designers, producers, director of photography, production crew, and video editors. Currently a team of 23 with a roster of freelancers.