Previously known as The Arthritis Research Institute of America, a public charity 501c3, they wanted to focus and expand their work to include healthy lifestyle and fitness. In doing so they needed a new name to reflect their new direction. Arthritis and Wellness institute was born (AWi). AWi is a wealth of information on nutrition and health for seniors. They provide support and encouragement for participants and provide valuable feedback about what is working for them and what they want to see happen, whether it’s lowering their blood pressure or gaining improved movement.
Awi is a much smaller facility compared to community centers, offering programs and classes with more individualized attention, which is very important to their customers as well as the free nutrition and exercise classes and programs. The overall brand had to reflect that AWi have professional doctors at hand that take their blood pressure and assess them after workouts, nutrition experts that genuinely care about them, offering individual advice, and most importantly, providing the much wanted confidence that they feel they are in good hands. And lets not forget, it is a fun place to go, everybody gets to know each other because of the smaller classes and so turning up early to “hang out” before a class or program is commonplace.
The tagline needed to reflect their personality. It had to say we’ll help you get healthier, we care, we are here, we will support you, we will celebrate with you in your time of success. “Where health prospers and friendships grow” hit the nail on the head. It’s a powerful tagline that reflects the benefits and value as well as positioning the charity as that friendly place that provides care and attention to each individual.