Like many leading thought leaders, Arthur Brooks' offers and topics have evolved over the years.
He'd written 11 books, including one with Oprah Winfrey, and needed updated overall brand positioning to powerfully bring everything together and be seen as the leader of the global happiness movement.
And I know you want to know... who's responsible for Arthur's epic design? Skye High Interactive.
Arthur Brooks is the people's happiness professor — and I wanted to position him strongly as this.
Everything he says is backed up by the art and science of academia, but his delivery is accessible, profound, andactionable.
His happiness course at Harvard University is one of the most popular, and I wanted to give his personal brand the feeling of "Finally, the chance to soak up Harvard wisdom from my couch".
ARTHUR'S SPARK:
The HOME PAGE
We immediately show why this matters... happiness is not just a "fuffy nice to have", the lack of it is leading to anxiety and depression, and it's on the rise.
Owning the positioning as Happiness Professor and immediately overcoming the objection "you are born happy, I can't become happier".
The ABOUT page
Then we tell his brand origin story in a way that contrasts these high credentials and makes Arthur highly relatable.
If your ideal audience can see themselves — or feel hope — in your story, it builds connection.
Starting your about page with your overall brand philosophy is a powerful way to set the scene...
And then I immediately showcased Arthur's impressive accolades that set him apart as the industry leader in this space.
The SPEAKING page
My research showed that event organisers were saying the same thing over and over again: "it was like he was channeling"... which means every talk is unique. There is nothing on rinse and repeat.
Leading the page with the long-term outcome and transformation of Arthur's speaking engagements is a powerful way to start this page.
WORKING WITH ARTHUR
To appeal to his higher ed audience, I lasered in on the costs of not doing this work — positioning happiness as an essential foundation, from which all other studies flourish.
I tapped into the real desires of this audience based on research and what students are saying today.
Then we made it clear how Arthur can help his higher ed audience for a smooth user experience.