People don’t buy what you do, they buy why you do it.” – Simon Sinek
It’s become a popular TED talk and was a guiding light in this brand strategy project. I met with the CEO of this company several times to better understand its brand, the competition, and his values to create a video for his new website that would help strategically brand the company.
One of the earlier cuts is preferable to me because it focuses on health and storytelling while presenting the founder in a favorable way:
The client wanted to change a few things and we ended up with a slightly longer and more personal direction: