Wellness & Fitness
Overview
Role: Principal, Brand & Creative Leadership
Scope: Brand creation, narrative, campaigns
Focus: Positioning, taste, storytelling
I worked closely with the founder of OnePercent to shape the content from an early stage, defining its narrative, positioning, and creative direction.
OnePercent operates in a crowded sports nutrition market where differentiation often relies on surface-level performance claims. The opportunity was to build something more considered, human, and values-led.
- Stand out without shouting
- Build trust without legacy
- Build a brand that felt credible, not trend-led
I partnered directly with the founder, operating as a senior brand and creative lead across positioning, narrative, and execution.
Lead with belief and narrative, not product features:
- Create a restrained, premium visual language
- Build a brand system flexible enough to grow
- Brand identity and tone of voice
- Campaign creative direction
- Founder storytelling and content
- A distinctive, credible brand presence
- Campaign creative direction
- Founder-led storytelling and content
