Learn, Design, Deliver, Refine
THE PROCESS
THE ASK
Transform the pre-existing Metabolic Living brand, and transform it into "Metabolic". A whole-body health optimization system that opens everyone's eyes to their highest health potential.
With a name like "Metabolic", you have to deliver on the implied promise to look better, feel better, live better. With this mantra as the cornerstone of the new brand, we reimagined everything from products and services, to the entire customer journey.

Early on, I created an ecosystem map to visualize the current state of the business.
LEARN: UNDERSTANDING THE CURRENT STATE
The previous business had an intricate and nuanced set of components, spread across different companies, web properties, products and services. This situation led to brand confusion, disconnected user experiences, and ultimately stood in the way of success.
The Plan: Connect all of the disparate programs, products, and services under the new brand, Metabolic.

After much discussion, cross-collaboration and debate, we landed on a plan.



I created a user feedback mechanism that allowed Metabolic's customers to speak their minds. Learn more about that here.
LEARN: DEFINING THE AUDIENCE THROUGH CUSTOMER RESEARCH
Metabolic's core audience is women over 35, striving for healthier lives. What drives this audience is the desire to look better, but it is deeply underpinned by a need to feel better, build self-confidence, be there for their families, and ultimately, happiness.
These ladies have tried everything under the sun in an attempt to feel better about who they see in the mirror. Keto, Paleo, Weight Watchers. Boot camps, yoga subscriptions, personal trainers. Fasting and diet pills.
They may have found small successes here and there, however, they always plateau, lose traction and gain the weight back. With this vicious cycle, they are losing hope and are considering if it's even worth it anymore.

Living a healthy lifestyle is harder that it sounds. With busy lives, long work days, family obligations and convenience foods on every corner, it's nearly impossible to make it happen.
With that in mind, the mission is simple:
Make living healthy easier than living unhealthy.
DESIGN: REFINING THE MISSION
With a metabolism-first philosophy and integrated wellness ecosystem, Metabolic empowers people to transform their health and wellness.



Reimagining a Wellness Brand from the Ground Up
BRAND • METABOLIC


I created a user feedback mechanism that allowed Metabolic's customers to speak their minds. Learn more about that here.
LEARN: UNDERSTANDING THE AUDIENCE
Metabolic's core audience is women over 35, striving for healthier lives. What brings this audience to Metabolic is the desire to look better, but this goal is deeply underpinned by a need to feel better, build self-confidence, be better for their families, and ultimately find happiness.
These ladies have tried everything under the sun in an attempt to feel better about who they see in the mirror. Keto, Paleo, Weight Watchers. Boot camps, yoga subscriptions, personal trainers. Fasting and diet pills. They've done it all.
They may have found small successes here and there, however, they always plateau, lose traction and gain the weight back. With this vicious cycle, they are losing hope and are considering if it's even worth it anymore.