Challenge

Corra, an accomplished e-commerce agency, was looking for experienced creative talent to complement their robust technology, strategy, creative and account teams. The opportunity was to brand, design, and launch LifeLines, a greenfield new mental health and wellness brand created by Melissa and Doug Bernstein of Melissa & Doug. The vision of the brand is an ecosystem of experiences including the book, a retreat center, aromatherapy products, and an online community experience.

Summary

Excited to get involved and help realize Melissa’s vision and make it real, we provided senior creative talent right from the start, and joined in the pitch to win and secure the business. We quickly developed a trusted relationship with Corra, Melissa, and Doug, and rolled up our sleeves to design, brand, and launch LifeLines.

Approach

Creative team augmentation from top to bottom.

We added seasoned brand design and UX experience to the team. Integrating with the Corra team, we (the royal we) functioned as one seamless team in support of LifeLines with the common goal of bringing to life Melissa’s vision. We quickly adapted to Corra’s internal processes, joining daily standups, creative reviews, and client meetings as one unified team.

This superstar creative team really pushed their limits to present to client extraordinary designs, that too in record turnaround times. Hats off to this team for bringing Melissa's ideas to life.

— Veena Desai, Senior Project Manager, Corra

Bringing Melissa’s vision to life

Having suffered with debilitating anxiety and depression in her life and finding her way through to recovery, Melissa Bernstien provided an exciting opportunity to share her journey with the world as she wrote a book about it. The concept of LifeLines was to create a supportive environment, share her approach and help others through their own journey in overcoming their depression and struggles.

During the design phase, we worked as a team to listen closely to Melissa and fully understand her thoughts about her greater vision. We explored and presented different creative approaches, and built a solid rapport with her as we responded and fine tuned the design to deliver on that vision.

We believe a great relationship is the cornerstone to any successful project, and we take pride in working well with both Corra and the LifeLines team.

We brought to life a vision that was in Melissa’s head and couldn’t have done this without the &kind team. I’m so proud of bringing what we accomplished, and it’s just the beginning of an amazing initiative.

— Duke Marr, SVP Digital Strategy, Corra

Flexible engagement model

As the focus of the project progressed from design to development, our involvement naturally decreased. As questions or new issues arose, we readily hopped back into the work as needed and brought in new skills required to solve new creative challenges. We provided stability and flexibility to the team. LifeLines.com did a soft launch, on schedule, in Feb 2021.

We can’t stop talking about the new landing page/home page you showed us today!!! So inspiring! So engaging! So inviting! So LifeLines!!!!!! Anyway, in case I haven’t said it enough times, we are SUPER excited. We always dreamt of a magical and immersive landing, and what we saw this morning had us all feeling ecstatic!!!!

— Doug Bernstein, Melissa & Doug