House of Wellness
A deeply integrated brand evolution for House of Wellness — creating one coherent visual system across television, publishing, digital, social and audio.
- Client
- Chemist Warehouse / House of Wellness
- Role
- Creative Direction
- Period
- 2022
- Disciplines
- Brand · Creative Direction · Publishing · Television · Digital
The Challenge
One Brand.
Everywhere.
House of Wellness had grown far beyond a single publication. The Chemist Warehouse content brand existed across television, magazines, digital content, social, radio and audio — reaching Australians through an increasingly diverse collection of channels.
The challenge was to create a brand system capable of connecting all of those experiences without losing the personality and accessibility that had made House of Wellness successful.
Working alongside Meisha Reynolds, I directed and oversaw the creative evolution of the brand — establishing a flexible visual identity that could move seamlessly from a magazine cover to a television screen, social post, digital experience or broadcast environment.
The System
Built to Flex.
Built to Scale.
The identity was designed as a system rather than a collection of individual executions.
Typography, colour, graphic devices, imagery, layout principles and tone were developed together to give creative teams enough structure to maintain consistency while allowing individual channels to retain their own personality.
A Distinctive Voice
The new system combined bold, optimistic typography with an accessible editorial voice — allowing health and wellbeing information to feel authoritative without becoming clinical.
The Ecosystem
One Identity.
Every Touchpoint.
The value of the system was its ability to remain recognisably House of Wellness regardless of where the audience encountered it. The identity moved from long-form editorial publishing to broadcast television, short-form social, digital content and audio without becoming fragmented.
- Television
- House of Wellness on Seven
- Publishing
- House of Wellness magazine and editorial products
- Digital
- Website, branded content and digital experiences
- Social
- Always-on House of Wellness content and campaign extensions
- Audio
- Radio and podcast programming
- In-store
- Chemist Warehouse’s national retail environment
Colour & Personality
A broader colour system allowed different content categories, talent and stories to develop their own character while remaining unmistakably part of the same brand.
From Brand System
to Living Brand.
The identity was designed to survive daily use. It needed to support an ongoing publishing operation rather than a single campaign — accommodating new stories, presenters, experts, products and health topics every week.
Publishing
A Brand You Could
Hold in Your Hands.
Publishing remained one of the most visible expressions of House of Wellness. The new identity provided a framework capable of supporting constantly changing cover talent, editorial themes and commercial content while maintaining immediate recognition.
51M
Magazine copies distributed
in 2024*
*Industry-reported House of Wellness distribution across stores and newspaper inserts. Presented as evidence of the platform’s subsequent scale, not as a direct result of the 2022 brand evolution.
Television
From the Page
to National Television.
The same brand needed to feel at home in broadcast. House of Wellness extended across Seven, requiring an identity capable of sitting behind presenters, health experts, interviews, segments and branded content without competing with the stories themselves.
600K–880K
Recent broadcast reach
Recent Seven broadcasts demonstrate the continuing national scale of the House of Wellness television platform. These are recent examples, not 2022 audience figures.
Audio
A Brand That Extended
Beyond the Screen.
House of Wellness also extends into radio and podcast programming, taking the same health and wellbeing platform into an audio-first environment and creating another recurring audience touchpoint.
Scale
TV
National broadcast
on Seven
51M
Magazine copies
distributed in 2024*
Social
Always-on
content ecosystem
Audio
Radio + podcast
What began as a brand evolution became a system capable of supporting one of Australia’s most extensive health and wellbeing content ecosystems.
*The 51M figure reflects later 2024 platform scale and is not claimed as a direct result of the 2022 brand evolution.
Creative Leadership
Designing the System.
Directing the Output.
Working alongside Meisha Reynolds, I directed and oversaw the creative development of the House of Wellness identity and its application across channels.
My role was not simply to approve individual pieces of creative. It was to ensure the brand worked as a coherent system — giving teams a framework they could use repeatedly across publishing, broadcast, digital, social and audio while protecting the integrity of the identity.
A brand system isn’t successful because it looks consistent in a guidelines document.
It’s successful when it still looks like the same brand everywhere.