Uta Pippig: Take the Magic Step™
2006 ReBrand 100 Winners > meritIndustry: Business/Professional Services - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Challenge - Her competitive career behind her, marathon champion Uta Pippig found herself in transition. She had developed a health and fitness program called Take the Magic Step™, but hadn’t formulated a strategic launch. Another goal was to heighten her presence as a broadcast commentator, subject matter expert, and corporate spokesperson. Strategy - Working closely with her, Hill, Holliday sought to leverage her reputation for warmth and determination, while introducing her expertise and passion for work-life balance. Two companion brochures were created, one highlighting her life and career and featuring Take the Magic Step™; the other, a more intimate piece, revealing her essence and demonstrating her unique perspective as spokesperson, subject matter expert, and broadcast commentator. Together, they established a look and feel that captures her character and the complementary qualities she embodies: intensity and playfulness; drive and compassion; strength and grace. Result - Formally launched in April 2005, Take the Magic Step has taken off, and Uta is in great demand. The work coming her way is almost overwhelming, she says, adding, “I can barely keep up!” Credits: Client: Uta Pippig & Take the Magic Step™ - www.utapippig.com Creative Firm: Hill, Holiday - www.hhcc.com Creative Director, Designer: Vic Cevoli Writer: Lee Phenner Photographer: John Huet [back] |
