Function - Principal Visual System Lead (IC) & Cross-Functional Brand Strategist.
Core Artifacts - Systematic Visual Asset Library (Tokenized Color/Type, Logo Suite), Comprehensive Design Guideline Artifacts, and Integrated Digital Handoff.
Validated Outcome - Delivered a scalable, production-ready Brand System that achieved 100% Internal Stakeholder Alignment and provided clear, systematic parameters for cross-functional campaign development.
The supplement industry is a visually noisy and saturated market where consumer trust is low. For the launch of Biological Me Labs—a new, premium brand focused on scientifically-backed, bioavailable ingredients—the challenge was not merely aesthetic, but strategic. The brand had to be engineered from the ground up to communicate Scientific Authority and Uncompromised Purity to a discerning, skeptical audience.
This case study documents the systematic process of architecting a brand identity designed to de-risk market entry, justify a premium price point, and build a foundation of trust.
A successful brand system is not built on creative intuition, but on a foundation of rigorous strategic research. The process began by codifying the client's core principles and validating them against the market landscape and user needs.
The first step was to translate the founder's passion into a set of actionable strategic principles that would govern the entire project.
Vision
To become the definitive, most trusted gold standard for evidence-based performance supplements, actively challenging the industry's trust deficit.
Mission
To create products with high-quality, bioavailable ingredients that the body can efficiently utilize to enhance athletic performance and recovery.
Competitive Positioning Matrix
Brand Message
After successfully mapping the brand's position, I began iterating on its visual presence to differentiate it within a highly saturated market.
I began by converting the abstract brand pillars into a moodboard. This served as the primary tool for iterating on the brand's visual expression
Moodboard Direction 1
After successfully mapping the brand's position, I began iterating on its visual presence to differentiate it within a highly saturated market.
I began by converting the abstract brand pillars into a moodboard. This served as the primary tool for iterating on the brand's visual expression
Moodboard Direction 3
Client alignment solidified 'uncompromised purity' as the central pillar. We advanced with Direction 1, as its 'flow of nature' theme best captured this core idea, and we began iterating based on it.
Logo Iteration to Finalization
