Objective
For the launch of the online publication Family Compass Magazine, a first cornerstone content piece was needed to introduce the concept.
Concept / Solution
The work tightly followed the theme laid out in the brand concept “Time well spent“, calling you to measure life not by money or happiness, but by time well spent.
This piece was written to help families minimize housework, so they can spend more quality time.
The idea for the piece came from Harvard research proving that outsourcing household chores makes you happier. However valid that is, there’s a big problem: it’s a solution few can offord.
This insight offered a big opening for the brand. To introduce alternative solutions.
“The more time-pressed you feel, the lower your well-being.”
– Ashley V. Whillans, Associate Professor at Harvard Business School
Work
I was responsible for the research and copywriting for the article, but also setting up the website (WordPress), all art direction and design, and all copy throughout the site.
