BIG LIFE JOURNAL
Teaching kids growth mindset
A holiday campaign with purpose
THE CHALLENGE
The world’s first growth mindset journal, Big Life Journal, spent years developing a strong brand that had fostered deep connections with their audience, but they were determined to do more. After multiple campaigns and extensive testing, they were looking for a whole new creative direction for their holiday campaign, so they brought on Salt + Pep to deliver that new creative direction.
OUR SOLUTION
Salt + Pep developed a sophisticated look and feel for Big Life Journal, while still keeping the core elements of their brand. Focusing on the science and social proof supporting the product, we created a series of testable landing pages. Thematically, we applied a non-denominational holiday theme and leaned into the campaign’s slogan, “A gift with a purpose.”