Upon launching their two bestselling books on health and longevity, renowned Futurist Ray Kurzweil & Terry Grossman, M.D., a leading authority in the field of anti-aging medicine and preventive medicine, created “Ray and Terry’s Longevity Products” – a supplement company offering custom formulas that promote health and longevity.
While Ray Kurzweil and Terry Grossman’s fame and recognition grew exponentially since launching the company in 2004, the brand itself had become stale and out-dated. The site no longer reflected the progressive and disruptive ethos Kurzweil and Grossman represent. There was clearly a disconnect that needed to be bridged.
• Brand Identity
• Brand Strategy
• Customer Acquisition Strategy
• Digital Advertising
• Market Positioning
• Packaging Design
• Social Media Marketing
• Website Design + Development
Back to its Roots
Solidifying a Brand
Thanks to Kurzweil’s work with Google on artificial intelligence and Terry Grossman’s prominence in the longevity space, both Founders enjoyed a large and loyal following of fans. That said, the Ray and Terry brand and website were failing to attract and retain new customers.
Interviews with customers confirmed a clear disconnect between the forward-thinking reputations Kurzweil and Grossman had built, and that of Ray and Terry’s brand.
From Ailment, to Optimization
This new iteration of the company needed to accurately represent the values and beliefs these men have dedicated their lives too. We landed on the new brand name, TRANSCEND, based on Kurzweil and Grossman’s second (bestselling) book, “Transcend: 9 Steps to Living Well Forever”.
Rather than focus on supplements and longevity from a reactive state, the newly-named TRANSCEND would approach supplementation and self-care from a place of overall wellness and human optimization.
From Healthcare to Selfcare
The old Magento website contained an in-depth health questionnaire that recommended a personalized daily supplement packets. Additionally, the quiz results provided lifestyle recommendations following the 9 steps of TRANSCEND, as outlined in Kurzweil and Grossman’s second book, “Transcend: 9 Steps to Living Well Forever.”
Once logged in, users have the ability to revise their answers if needed, or to change the frequency of their subscription.
TRANSCEND’s packaging strategy needed to be both flexible and consistent. It had to account for hundreds of products, varying in category, shape, and messaging requirements.
A series of label templates were create, each allowing for a different mix of categories, data and messaging. Though different, each label-type adheres to a holistic design system consisting of colour, shape, iconography, typefaces, etc.
The result is a flexible framework rolled out holistically across many product types.