The setup was Michael Jr. The punchline: an entire campaign.

Brand Strategy

Creative Team

Web & Digital

Funny How Marriage Works

Funny How Marriage Works carries the same setup-and-punchline system built for Michael Jr.'s personal brand—into a marriage course, a Brand Style Guide, and a nine-piece box set built across two rounds of production. Still comedy-first.

Funny How Marriage Works needed to carry more than Michael Jr.'s personal brand did—a course people would pay for, a box set built across two rounds of real production, and its own Brand Style Guide, without breaking from the system it grew out of.

The Challenge

Funny How Marriage Works started as a tagline on Michael Jr.'s own brand. It needed a full campaign system to match—a marriage course, its own Brand Style Guide, and a nine-piece box set, without losing the setup-and-punchline idea that built it.

Deliverables

  • Brand Identity—FHMW logo system, color palette, typography, own Brand Style Guide
  • Box Set—Box, journal/booklet, course-access card, sunglasses, pen, fire starter, magnet, bracelet, tire gauge (two production rounds: initial and a 2023 refresh)
  • Course Content—Course-content decks, leader's guide, course-platform build assets
  • Social—FHMW social outlet templates

Let’s get outta here

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