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DirectionFive is a nonprofit culinary and nutrition program for kids made up of 5 principal parts: The Foundation of Health, The Body and Mind Connection, The Body and Earth Connection, Fitness, and Culinary. The program is based on in-depth interviews with kids from all walks of life, in thirty-five states. They listened to what the kids said they wanted and needed to learn in order to lead healthier, happier lives and combined it with the latest science in the nutrition field.

Brandslinger donated its services to help them find the strongest brand possible because we felt very strongly that a new direction was needed for teaching good healthy habits, from cooking to eating to fitness, to our kids. We gathered regularly with their amazingly creative staff, brainstormed, mind mapped, and discussed the issues over several meetings until the new name emerged.

Through the process we captured the idea of a whole new direction besides the four points of the compass, the fifth direction, or DirectionFive. Besides giving the world a whole new direction, this name also captured the five principle parts of their program.