Head of Brand & Design

Turning Product Momentum into Brand Power

Building a Premium Omnichannel Brand and Scalable Systems for U.S. Market Growth
TotumSport, a premium sports supplement brand, had achieved strong product-market fit among elite athletes across Europe. Expanding into the U.S. marked a pivotal inflection point—an opportunity to transform early product success into a scalable, enduring brand experience. I led the effort to define a cohesive omnichannel experience, build credibility through a science-backed approach, and cultivate a loyal following within the sports industry. In parallel, I built the organizational infrastructure needed to support growth in North America's competitive sports nutrition market.
Brand PositioningCreative StrategyBrand StrategyTeam MentorshipVisual DesignPackage DesignCopywritingExhibition Booth DesignE-commerce SiteArt DirectionExecutive CoachingVendor ManagementTeam Development

Challenge

Launching into the saturated U.S. sports supplement market required standing out among well-established competitors while simultaneously building the company from the ground up. With early success among elite athletes in Europe, the challenge was twofold: transforming a high-performing product into a premium brand that resonated with performance-driven consumers, and establishing the internal teams, systems, and infrastructure.

Solution

Build a premium, performance-driven brand that reflects product quality and resonates with elite athletes. Develop a cohesive strategy across visual language, messaging, digital presence, and content to position the brand as aspirational while reinforcing credibility through a science-backed approach. In parallel, establish internal foundations—recruiting talent, implementing systems, and building scalable infrastructure.

Role & Responsibility

Role & Responsibility

  • Creative Direction
  • Visual Design & Copywriting
  • Brand Standards & Governance
  • Team Building & Mentorship
  • Vendor Management
  • Executive Coaching
  • Go-to-Market Development

Deliverables

  • Brand Strategy
  • E-commerce Website
  • Design System and Voice
  • Trade Show Experience
  • Retail Packaging
  • Marketing Collateral
  • Multimedia Production

Brand Strategy

Inspire Action
Communicate an Empowering Brand Message
Evoke Emotion
Create Emotional Connection Through Visual Storytelling
Build Trust
Establish Credibility with Science-Backed Content

Deliverables

Marketing Collateral
Oversaw the creation of branded marketing collateral to differentiate the product in a competitive market. Delivered clear, credible content that communicated the product’s superior formulation and scientific foundation.
Experiential Design
Led the creative direction for an immersive trade show experience designed to 1) Engage, 2) Retain, 3) Convert attendees. Defined the visual concept and attendee journey, shaping a cohesive narrative across digital and physical touchpoints. Collaborated with external vendors on video and environmental execution.
Packaging Re-Design
Developed multiple packaging concepts for the product’s retail launch, ensuring alignment with the brand’s premium positioning. Collaborated closely with a 3D artist to bring design concepts to life through high-fidelity visualizations.
E-commerce Website
Led the design and development of a responsive e-commerce website built on a modular system. Created flexible, reusable modules that allowed for efficient assembly of multiple pages while maintaining consistency across the site. Ensured scalability and adaptability to support quickly evolving business needs and future content expansion.