Led a major rebrand at EquiLife, establishing comprehensive branding guidelines that redefined the company's visual identity. Managed and inspired a talented design team and coordinated with third-party design operations to ensure cohesive execution. Directed the design strategy for a new eCommerce experience, overseeing product launches, promotions, and impactful email campaigns, driving significant growth
and customer engagement.
EquiLife is a functional Medicine Labs & Nutritional Supplements brand offering virtual health coaching and detox communities.
EquiLife Branding Guidelines
Leading our team of designers, analysts, and marketers, I was able to build the brand identity for EquiLife.
We established a focus on our company core values & the core values that our customers shared with us.
With this rebrand, we doubled our customer acquisition efforts by going beyond our comfort zone.
Design accomplished this by elevating our branding standards with competitor research,
major design ideation and staying true to our core values.
E-commerce
Creative Direction, Interface Design & User Experience
Through a rigorous and collaborative ideation process with our development and data teams, we infused life into our brand across our digital platforms. This extensive endeavor encompassed thorough market and competitor analysis, insightful customer and market surveys, and multiple design iterations. Our commitment to excellence didn't stop there; ongoing testing and maintenance have become continuous challenges that spur our design team to innovate and excel, ensuring our online presence not only meets but exceeds industry standards and user expectations.
Brand Iconography
I crafted a visual language with our design team to build badges purposed for user interfaces and product packaging. The style of these badges reflect the visual tropes of the brand but more importantly highlight in practice the brand’s promise for ingredient transparency with our customers.
Product Packaging
Acting as both creative director and hands-on designer, I led collaboration between regulatory teams, product designers, and packaging designers to establish art direction and design standards for packaging, including boxes, protocol bundles, and containers. Packaging was integral to the brand and user experience, requiring precise coordination with fabricators and printing vendors to align with the product vision. I also managed label design and printing, ensuring consistency and excellence by working closely with private label partners and their design teams.
Creative Direction
Creative Direction as seen on social media.
