Elephant & Moon Publishing
Publication & Advertising Campaign
A children’s wellness initiative rooted in Blue Zone principles to embrace healthy habits such as movement, mindfulness, and social connection through playful storytelling.
Scope of Work
+ Publication design
+ Illustration
+ Branding
+ Art Direction
+ Advertising
+ App Design
+ Copywriting
Insight
Children today are spending 4 to 6 hours daily on screens, contributing to rising levels of anxiety, sedentary habits, and social disconnection. Existing wellness tools often miss the mark, either too clinical to capture interest or too superficial to inspire lasting change. The challenge was to create a wellness movement that feels empowering, joyful, and habit-forming, designed specifically for children.
Action
Founded Elephant & Moon Publishing, a children’s wellness brand rooted in Blue Zone principles, and developed a four-part interactive book series centered around characters who represent core wellness habits. Led the concept and creative direction for the “Beyond the Screen” ad campaign, reframing wellness practices as heroic powers and promoting habit-building as an exciting, screen-free alternative.
The Publication + Visual Identity
The Book Series “Walks with Willow, Rest with Rowan, Balance with Bailey, and Friendship with Frankie” focuses on core Blue Zone habits, combining storytelling, activity prompts, journal entries, and stickers to keep kids actively engaged while learning about wellness.
Advertising Campaign
The “Beyond the Screen” campaign positions Blue Zone habits as heroic powers for kids, transforming wellness into an exciting adventure. This vibrant, multi-platform campaign positions Blue Zone habits as heroic superpowers for kids. The campaign features taglines such as “Books That Move You (Literally)” and “Raise a Habit Hero” to reframe wellness as fun, empowering, and action-oriented.
