The Why:

In 2022, the medical apparel company Jaanuu rebranded with a bold call to action to its community: Reimagine Greatness. For Jaanuu, “greatness” wasn’t defined by the rich or the powerful, but by real people making a real difference: the healthcare professionals themselves, delivering better care day in and day out—all to create a better world. But post-Covid, healthcare professionals were burnt out. Better care was the catalyst to reimagining greatness, but it began with self-care—and with the reveal of our new rebrand, we needed to empower our HCPs to start with themselves.

The Articulation:

As Content Director for Jaanuu, I developed a campaign called “Reimagine” that worked three-fold: consistently emphasized our new language, spoke directly to our HCPs’ need for self-care, and scaled across five new product launches. By using “Reimagine ________” as a device, we featured myriad ways our community could put themselves first, by reimagining their breaks, routines, and moments—and even their today or tomorrow. By giving healthcare professionals the permission to put on their own oxygen mask first, it became both a galvanizing cry and declarative drumbeat across months of messaging—cementing our new branding and inspiring our community to reimagine their greatness to provide the best care possible for all, including themselves.

The Response:

By repeatedly utilizing this campaign across launches over a full quarter, we instilled our new branding into the hearts and minds of consumers—helping to drive a 20% increase in DTC revenue and 15% increase in brand awareness.