Life Kit is a podcast from NPR designed to help listeners navigate life’s big decisions, perplexing challenges, and major milestones with intention and mindfulness. The project's goal was to enhance Life Kit’s brand presence and reach a broader audience through a comprehensive marketing campaign.
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The campaign was crafted to showcase an ordinary individual navigating life’s milestones with guidance from Life Kit. Using a sequence of Life Kit episodes, we charted their journey through big and small life events. Audio clips from Life Kit episodes told the story, culminating with a call-to-action to tune in.

The campaign included a Spotify takeover ad directing audiences to a special ‘Best of Life Kit’ playlist and animated banners on NPR.org that posed intriguing questions inspired by popular Life Kit episodes. Examples included “Am I Burnt Out?” and “How to Deal with a Crush” These elements drove traffic to specific episodes, enhancing audience engagement.

We expanded Life Kit’s existing brand identity into a vibrant visual universe, using a flow chart organization system as a kinetic device to guide the campaign video and audience through a life full of decisions. Animated illustrations and footage, mixed with live-action clips and eclectic use of the Life Kit color palette, reflected the responsibility of living with deliberation and making mindful choices. The campaign successfully communicated Life Kit’s message of mindfulness and intentional living, creating a cohesive and engaging brand experience.