Despite a solid sales and audience growth track record, the MP brand has always struggled to keep up with its sister, MyProtein. In an effort to increase brand visibility, customer retention and acquisition, I led a brand evolution through strategy and creative expression.

Consistency was a challenge, with 1000s of communications going out weekly across various locales. We adopted a simplified visual approach emphasising a robust and anchored grid system to reintroduce creative control and ensure customers were always seeing the most vital brand assets. Our Art Direction focused on the technical build of the apparel, showcasing outstanding performance and quality for both training and the everyday.

Following the launch of the new brand system and visual approach, quality control was drastically improved, return on average spend across programmatic had increased, and customer acquisition was up by 22%.