Job 1 - Jennifer Jacobs
Creating the Brand
When developing the brand identity for Job 1, our team set out to craft a message that redefined the relationship between fitness and daily life. We focused on three key pillars - discipline, efficiency, and results. Jennifer Jacobs brought her no-nonsense, stern, to-the-point presence to the program, and the branding needed to reflect that. Rather than using overly enthusiastic or high-energy messaging, we leaned into a direct, take-charge tone: fitness is a job, and it’s time to clock in. Unlike traditional programs that require long workouts or complex routines, Job 1 was designed to fit seamlessly into a busy schedule with quick, effective 20 minute workouts—prioritizing consistency over intensity.
Strategic Approach to Brand Identity
Messaging & Tone: The tone was intentionally sharp, no-frills, and action-oriented. We stripped away excess fluff and crafted language that was as to-the-point as Jennifer’s coaching style. At the core of the messaging was a simple but powerful idea: just as people show up for their careers and responsibilities, their health should be a non-negotiable priority, too. Fitness isn’t optional—it’s Job 1.
Visual Identity & Set Design: The visual branding was built around simplicity and relatability. Unlike traditional BODi programs that often resembled a gym environment and had a cast of background participants, Job 1 broke the mold. The set was designed to mimic a living room, making it feel like Jennifer was working out at home, alone—just like the user at home. This decision reinforced the idea that fitness is a personal commitment, and no one else can do the work for you. The overall look was clean, structured, and minimal, in line with the program’s direct, no-fuss approach.
Emotional & Industry Impact:The program’s rapid success proved that shorter, highly effective workouts resonated deeply with its audience—especially busy moms who had struggled to prioritize themselves due to work, kids, and daily responsibilities. The branding tapped into this emotional reality, positioning Job 1 as a fast, effective way to reclaim time for yourself without sacrificing results.
My role: Director, Content Development & Creative Producer
Creative Assets & Imagery
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