New Product Branding & Magazine Ads
These projects decisively reversed a negative revenue trend and brand decline, receiving widespread coverage in mainstream media channels with national and international reach.
Project:
AquaSlim
My Role:
Design Director
- Concept Creation
- Team Management
- Campaign Implementation
Scope of Work:
Magazine Ads
Tradeshow Materials
Product Packaging
Brief
The AquaSlim product was the first to enter the weight-loss industry successfully. The market objective was to establish AquaSlim as a trusted and affordable partner, an extension of the well-known Metabolife line of products.
During our design sessions, I coached the team to explore several design concepts, including a variety of brand personalities that embody a refreshing look and feel, loyalty, support, proactivity, healthy balance, and positive vibes.
Target audience: women aged 18-45, share a common preference for a healthy lifestyle over strict diets. They don't want to be seen as dieting, and we understand that.
Project:
Pure Fuel
My Role:
Design Director
- Concept Creation
- Team Management
- Campaign Implementation
Scope of Work:
Magazine Ads
Tradeshow Materials
Product Packaging
Brief
Our marketing goals and objectives were to expand our product line and reach a wider audience. We aimed to utilize the Ripped Fuel brand to increase sales and extend our reach beyond bodybuilding and aspirational athletes, injecting a "cool factor" into the brand.
Our conversion strategy involved using athletes to endorse our products. Additionally, we provided a web portal for customers and product users to directly communicate with athletes for feedback on exercise, training, and product usage tips. This approach empowers our audience, giving them the confidence and control to make informed decisions about their fitness journey.
Target audiences and personas included: Joe Six Pack: These are ambitious, adventurous individuals aged 18-34 who seek exciting lifestyles. They are fashion-conscious, care about their appearance, and are interested in attracting like-minded individuals. Iron Mike: Hardcore bodybuilders who seek attention by showcasing their ever-evolving ripped bodies. Endurance Erik: Weekend warriors aged 29-49 who balance professional life with athletic pursuits. Supplementation is essential for them to enhance their performance and lifestyle.
Product Rebranding
Product rebranding campaign due to lengthy litigation with FDA, negative media, consumer distrust, and market share loss.
Project:
MetaboLife
My Role:
Design Director
- Concept Creation
- Team Management
- Campaign Implementation
Scope of Work:
e-commerce Website
Tradeshow Materials
Product Packaging
PR Campaigns
Brief
The Metabolife product rebranding campaign was necessary due to lengthy litigation with the FDA, negative media coverage, consumer distrust, and a loss of market share. Our marketing objectives were to halt the decline in year-over-year sales, clarify and communicate the new brand personality, and engage customers by becoming partners in their efforts to lose weight and improve their lifestyle.
Our approach to the redesign effort was rooted in a deep understanding of the user's perspective, which we gained through extensive field research and insightful focus group sessions. This approach was particularly crucial at a time when a new competitor (Alli) had entered the market, taking advantage of the gap left by our product. We addressed this challenge by considering various aspects such as product placement, colors, appeal, reputation, and user needs. Our redesign was a success, enabling us to recover from market decline and expand into new markets and surpass product sales projections for two consecutive years.
Target audience: women aged 18-45, mostly single, engaged, or separated, categorized as "Quick Fix" and "Tone Up".