corporate / package redesign

Brought in to revitalize Designs for Health in 2018, I led a comprehensive brand transformation by immersing myself in the company’s products, people, and consumers. Through research and direct engagement, I discovered that DFH’s true strength lay in its role as a lifestyle innovator, despite its dated image. I shifted the brand’s focus from “Science First” to “Designing A Well World,” crafting a new voice and visual identity that celebrated healthy living and broadened appeal to younger demographics, all while honoring and retaining the loyalty of the existing customer base.