Brief: Wellin is a breakthrough new supplement for increased joint mobility & immunity which had dismal sales their first few months on the market. They reached out wanting new copy for their digital/social ads which skewed to a much younger audience than their previous target.

Solution: Copy alone wasn't going to cut it. So I hit up my branding co-hort Maria Samodra and asked her to tag team a “sprint” brand overhaul to help better position them for success.

Our initial creative exploration led to ad testing on FB and IG which helped us see what messages and designs best resonated with a younger audience. From there we created “Active For All” a new positioning which tapped into an emotional state rather than an age group, and a much fiercer tone driven by the new tagline WELL AS HELL. We then overhauled the look and feel with a modern logo which evoked movement, and disrupted the category with it’s palette, photography style, and icons. A whole new set of brand guidelines, all driven by data analytics.

Results: Over 200% higher engagement on social and sales increased 220%.

*New website coming soon