Problem
HPI was formed around an insight about the recovery habits of elite tennis players in the 70’s. Its Corporate Athlete training was popular and effective, however its growth had flatlined and the experience was shop worn.
Organization / Transformation / B2B Corporate Wellness
Human Performance Institute
Connecting a corporate wellbeing program’s promise to the participant experience—from registration and coaching to the spaces, services, and tools that support sustained wellbeing and performance.
- Role
- Executive Creative Director
- Client
- Johnson & Johnson
- Duration
- 50 weeks
- Deliverables
- Rebrand, Service Blueprint and complete Physical /Digital redesign, detailed execution across all touchpoints.
The brief
Challenge.
Goal
Redesign, rebrand and rebuild the HPI experience from the ground up so that trainees, staff and sponsors could maximize value of its programs.
Constraints
The experience spans sales, registration, travel, coaching, health diagnostics, goal setting, nutrition, exercise, recovery, digital support, all of which require coordination across different disciplines.
Success Metric
Launched in 2019 and now a part of J&J Learn, the internal training division of J&J, HPI serves a mix of internal J&J employees, Fortune 500 enterprise cohorts, surgical teams, executive leadership teams, individuals, and elite performers.
Process
01
Discovery
Before any structure was designed, or any graphic rebranded, the experience of participants was audited and then mapped into a journey that captures both current state and desired future state.
02
Strategy
The brand platform connects purpose, promise, values, and character to seven experience dimensions, from service and environments to digital interactions.
03
Design
The concepts translate that direction into a facility journey, arrival and café spaces, recovery areas, a training environment, and connected physical and digital touchpoints.
04
Validate
Building on over 30 years of improving performance in leaders, the new HPI continues to serve internal J&J employees, Fortune 500 enterprise cohorts, surgical teams, executive leadership teams, individuals, and elite performers.
Discovery
Designing around the participant
Jane is an illustrative participant, not a research testimonial. This proposed journey connects registration, travel, arrival, kickoff, and breakfast to service and digital support.
Strategy
A shared purpose and promise
The platform defines a path to sustained wellbeing and performance. It connects that promise to values, character, and the ways the organization communicates and serves participants.
One connected experience ecosystem
Seven dimensions connect service, graphics, dress, packaging, products, environments, and interactions. The framework treats them as one participant experience rather than separate design tasks.
Design
Mapping the experience through space
The facility map follows arrival, learning, meals, assessment, exercise, recovery, and departure. It connects the service journey to the physical setting.
A welcoming arrival and café
This architectural concept brings reception, food, and informal gathering into a shared space. It is a proposed environment, not a photograph of a completed facility.
Space for recovery and connection
The outdoor concept provides places to pause and connect between activities. Landscape and shared seating extend the participant experience beyond the classroom.
Making physical performance tangible
The training-space concept combines exercise equipment, daylight, and environmental messaging. It shows how the program’s character could be expressed in the setting.
Connecting physical and digital touchpoints
Communications, course materials, digital interfaces, packaging, and apparel carry a shared design direction. Figures shown within the mockups are illustrative design content, not project results.
JourneyParticipant and facility maps
FrameworkConnected experience dimensions
ConceptsSpatial, service, and digital touchpoints
The deck has no named project stages, so the artifacts are grouped by inferred stage. The redesigned HPI launched in 2019 as part of J&J Learn, the internal training division of J&J.
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