As part of a partnership with PureGym, I led the creation of the Pure60+ campaign aimed at individuals over the age of 60. To effectively reach this target audience, I conducted research to understand their needs and preferences, and developed a marketing strategy that included a typography-based advertisement highlighting the campaign's benefits. The typography-based approach was chosen over other options to make the campaign more accessible and appealing to the target audience. The campaign was successful in increasing engagement and new memberships.​