For the 2024 relaunch of Gatorade Fit, I led design strategy and the internal team to refresh the packaging and elevate appeal to our wellness-focused consumer. Working closely with agency partner Pearlfisher, we simplified the pack architecture, clarified communication, and amplified flavor cues, using bold color and clear hierarchy to bring out the product’s clean credentials.

To support the relaunch, I also art directed a full photoshoot in partnership with Bracket. We captured an extensive launch-ready asset library spanning over 60+ images across product, lifestyle, POS, and editorial storytelling, all aligned to our “Health Halo” strategy. This included three lifestyle narratives across 12 settings.

The result is a refreshed brand expression — clean, colorful, calm — with an asset system built to flex across digital, retail, and storytelling platforms long after launch