Amway
Founded for Better
Rallying a workforce with a legacy of resilience
In an economic climate that has felt anything but certain, Amway recognized a unique moment to refocus their workforce by celebrating the founding principles of their company in a fresh and globally relevant way.
They came to NEXT with the desire to create a campaign that marked what would have been the 100th birthdays of Rich Devos and Jay Van Andel, the two founders of Amway.
CAMPAIGN
BRANDING
SOCIAL
MOTION
THE RESULTS
Starting with a modern, yet timeless, logo system, we chose to focus on the infinite possibilities birthed through the founding of Amway. From there, we created a rich and storied campaign built around historical photography and memorabilia that revealed Jay and Rich’s grit as well as their unyielding commitment to the Amway community.
The campaign culminated in a commemorative magazine celebrating Rich and Jay’s lives. Utilizing biography, interviews with the founder's children, and stories from Amway employees across the globe, the Rich and Jay magazine was a wholly original and truly unique expression of Amway’s foundational values. Printed and shared widely, the magazine fostered warmth, passion, and appreciation for Amway that crossed cultures and transcended generations.
SEE WHAT ELSE WE'VE DONE.
Amway Atmosphere
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