1. Client: Sustained Weight Management
Business Context: The founders at Sustained Weight Management had a clear idea of the
product they wanted to build, but lacked a cohesive, simple story that clearly
communicated the value proposition and could connect emotionally with target
customers. They asked The Story Corp to uncover and understand their authentic brand
story and develop a strategy to convey this narrative both within their organization and to
their desired target market.
Our Approach: We reviewed key company documents and conducted a phone interview
with the co-founders of Sustained Weight Management to better understand their
passions, visions, personal histories and goals for the brand. We then created three
separate creative directions to communicate the narrative of this fledgling company. We
presented all these to the co-founders, who then chose the direction that they felt best
matched their vision for the brand.
The Result: We delivered a written brand story narrative that captured the founders’
vision for the brand and gave them strategic focus. As part of the deliverable, we also
brainstormed supporting brand names options and some thought-starters for creative
campaign directions. The founders now have a clear brand narrative to drive cohesive
internal and external communication as their company launches and grows.

2. Sustained Weight Management’s Story
You had a great time last weekend, caught up and laughed with old friends…but then you saw the pictures posted
online and thought, “Is that really me?”
You have so much going for you, but there’s something that makes you feel out of control: your weight. And now
you’re ready for a change—you want to be able to see the true you again.
TRUweight can help. We’ve done the research for you, and have taken the guess work out of sustainable weight
loss. By following our scientifically proven principles, you can achieve and maintain the weight loss results you’ve
always wanted. Get back in control with a weight loss and maintenance program that’s proven to work.
Founders Tom and Linda Law drew on their scientific and medical backgrounds to identify the behaviors and
processes that truly lead to significant weight loss results that last. In fact, they were their own first customers—
losing a combined 70 pounds, and keeping it off!
Here’s how the program works: First, we gather some information about you to help customize your program. We
give you tools to get started on your journey, plus a concrete plan of goals, targets and action steps. Every day
you input 3 numbers: calories consumed, minutes of exercise, and your daily weight. And every day you get back
a personalized TRUweight Trend© chart so you know how you’re really doing— both right now, as well as
projections for the future— putting you back in control!
TRUweight helps you see farther down the path so you don’t get discouraged by a temporary setback. The
program uses a proprietary predictive technology that allows you to see your underlying weight loss trend
despite any temporary fluctuations— because your scale doesn’t tell the whole story. And, if at any time you get
a little off course from your goals, you’ll get an alert and a rescue plan to help you quickly get back on track— and
back in control.
We want to empower you to live your best life—putting you back in control—using only what’s been scientifically
proven to work for significant and lasting weight loss.