For the market-leading conglomerate’s 70th year, Hemas Holdings began re-discovering its purpose — to better serve its customers and to provide a North Star proposition to its teams.

I was tasked with visually capturing and communicating Hemas’ purpose of Healthful Living, which stemmed from the idea that societal productivity and national progress stemmed from individual healthfulness.

I conceptualized a series of instances in which individual healthfulness could arise: by championing a more inclusive world; by practicing robust health; and by creating moments of daily joy. Converted into visual assets across three languages, these concepts were rolled out to over 6,000 employees, and formed the visual representation of the group’s strategic ambition.