In 2017, Hy-Vee tasked Grey Dog Media with developing a prospectus for a health and wellness magazine that would promote healthy behaviors, and an active lifestyle focused on overall well-being rather than weight loss or thinness. The goal was to create a publication that educated and motivated readers to embrace balanced, sustainable health practices with credible, expert-backed content and engaging storytelling.

Grey Dog Media developed Hy-Vee Balance, a monthly, perfect bound 124-page magazine featuring a modern design and a full editorial mix. The groundbreaking publication delivered practical health and wellness advice from leading experts, integrating advertising seamlessly within its pages. The magazine included front-of-book and back-of-book sections alongside in-depth main features that explored diverse topics such as medical insights, wellness strategies, supplements, and nutrition.Featuring nationwide photo shoots with celebrities and sports figures like Olympian Laurie Hernandez, NBA legend Kobe Bryant, and NFL quarterback Alex Smith, Hy-Vee Balance combined star appeal with authentic health messaging. Custom recipes were crafted with nutritional scrutiny to support readers’ well-being. Every issue exemplified Grey Dog Media’s commitment to top-tier production values and content that aligned with Hy-Vee’s mission to encourage healthier, more balanced lives.