Reign Energy.
Total Body Fuel
Crafting a high-octane visual identity for the next generation of performance nutrition. Built for the relentless, designed for the bold.
Role
Lead Brand Designer
Timeline
4 Months
Deliverables
Visual Identity, Marketing Assets, E-Commerce Strategy
Consumer
Insights
Research revealed that modern consumers prioritize functional purity over flashy marketing. We focused on transparency, technical precision, and high-contrast accessibility.
Gen-Z Athletes
The core demographic seeking authenticity and clean labels.
60 NPS Score
Consistent Brand look & feel. Alignment of in store promo graphics, social media, and YouTube content.
Design Considerations
For this new product launch there was careful design decisions to consider. The upside was that the organization has other products within the spot fitness category, giving them the necessary insights to understand the target users. We were able to set expectations based on consumer insights.
- Health-conscious users prioritize what they consume, making clear nutrition facts and product benefits essential—core drivers of site engagement.
- Alongside product education, enabling seamless purchase and product discovery (via retailers like Walmart and Amazon) was critical to driving conversion.
- Competitive insights informed a more dynamic experience—leveraging influencer content and interactive product exploration to increase engagement.
High-Fidelity Artifacts
High-fidelity design was where the experience truly came to life. Through refined visual systems, responsive layouts, and intentional interaction patterns, I translated strategy into a cohesive, immersive brand experience. Designing directly in the browser allowed me to shape the nuances of motion, hierarchy, and responsiveness in real time—ensuring the final product wasn’t just visually strong, but felt seamless and alive across devices.
Campaign Performance
4.8M
Launch Impressions
Across paid and organic channels in the first 30 days.
+67%
E-Commerce Uplift
Direct-to-consumer sales increase following the rebrand.
22
Markets Launched
Simultaneous rollout across North America, EU, and APAC.
Project Challenges
This project required rapid alignment under tight timelines while building trust with a new marketing team, achieved through structured processes that enabled fast, confident decision-making.
Time Constraints
With a tight launch timeline and a new marketing team, we aligned quickly through a design sprint—validating ideas fast while building trust by involving them throughout the process.
Stakeholder Feedback
To avoid unproductive feedback loops, I structured reviews around clear, objective criteria—leading to smoother approvals and stronger trust in design moving forward.
Lessons Learned
Reflecting on the Reign Energy project provided critical insights into high-performance brand building in the digital age.
Design Leadership
This project reinforced the importance of adapting process to context—balancing speed and creativity while maintaining a strong UX foundation.
Cross Functional Collaboration
Under tight timelines, alignment was critical. Clear communication and a collaborative approach kept marketing and development in sync, enabling a successful launch.