Client
Role
Industry
Market
Budget
Dose Daily
Creative Director
Health/Wellness
USA
$500k+
The brand was actively holding the business back. Investor conversations were happening with packaging that didn’t reflect the quality of what was inside, retail and wholesale doors were opening with nothing shelf-ready to walk through them, and the team had no system to scale content from.
Repair
Recharge
Radiate
Dose came to me with a good product, early-stage funding, and a brand that hadn’t kept pace with either. A wordmark, a couple of greens, and no real system behind it. They were heading into a Series A situation and starting to think seriously about CPG, wholesale, and digital, and the foundation simply wasn’t there yet. I was brought in to build it.
Digital
Before any channel work could happen, the brand needed a visual language with enough structure to scale and enough flexibility to adapt. That meant resolving the foundational elements first: what the brand looked like, how it spoke, and what rules governed both.
A disciplined identity turns a growing brand into something people can recognize before they read a word. Dose’s new palette, typography, and ingredient-led illustrations gave it a clear visual logic built to travel.
The palette was expanded to work hard across formats, while typography balanced authority with a sense of ease. From stationery and sales materials to retail touchpoints and apparel, every application tested the system—and proved it could stay coherent in the real world.
Wellness packaging has a habit of over-explaining itself. Claims, certifications, ingredient lists all competing for the same two inches of label space, and the result is usually a shelf full of products that look equally desperate for your attention.
Each SKU runs on the same structural grid with the proprietary illustration system doing the storytelling that most brands try to do with copy.
The ingredient compositions are unique to each variant but follow the same visual logic, so the line reads as a family on shelf without any single product getting lost in the crowd. Cap color is the primary differentiator between SKUs, restrained enough to stay coherent, distinct enough to navigate at a glance. The 6-pack box extends the same system into DTC packaging, carrying the illustration and layout logic from the bottle label into a format built for shipping and unboxing rather than shelf presence. Same brand, different job.
The visual system carries straight through from static into motion, resulting in a piece of content that feels unmistakably like Dose regardless of where someone encounters it.
Every scene was built around the same logic: controlled backgrounds, ingredient props chosen to support each SKU’s function, and soft natural light that keeps the product feeling elevated without being cold.
The site needed to carry the visual system forward without compromising the purchase experience. I designed the full ecommerce build — UX flows, content hierarchy, layout architecture and SEO structure — then directed a Shopify development agency through the build rather than coding it myself (which yes, I can do), keeping the timeline tight.
When the site and the packaging feel like the same brand, customers don’t have to do any mental work to connect them.
OOH is where a lot of brand systems quietly fall apart — someone gets a new brief and starts from scratch. Because the system was already defined, that didn’t happen here. The same reduction that works on a 2-inch label turns out to work just as well at poster scale.
Social was the most demanding channel to systematize because it’s the one that never stops. Four distinct content types, each with its own format, audience expectation and performance profile, all needing to feel like the same brand while moving at completely different speeds.
Social Content / Faceless UGC
Faceless UGC works particularly well for a product like Dose because the visual clarity does the explaining. No face needed when the product and its purpose are immediate.
Views
0-90 Day
1-5k (avg.)
Metrics
0-90 Day
.03% to 1.2% CVR
Cost
0-90 Day
$11 (down 44%) CAC
Social Content / On-Camera UGC
TikTok-style, creator-led content that extends reach and relatability without breaking the brand. The visual system was deliberately kept minimal enough to survive fast, iterative production without needing oversight on every piece.
Views
0-90 Day
2-6k (avg.)
Metrics
0-90 Day
.02% to 1.6% CVR
Cost
0-90 Day
$19 (down 37%) CAC
Social Content / Paid & Promotional
The most polished execution layer in the social mix. Structured narratives, higher production value, same brand logic underneath. Each piece feels elevated without drifting from the system that holds everything else together.
Views
0-90 Day
5-10k (avg.)
Metrics
0-90 Day
.05% to 2.2% CVR
Cost
0-90 Day
$22 (down 18%) CAC
What’s Measureable
Creative systems thinking.
This is what I love to do.
The agency hands off the files, the internal team starts improvising, and six months later the whole thing has quietly fallen apart. That didn’t happen here. What we built is still the foundation Dose operates from today.
The packaging, the digital experience, the content templates, the illustration system — all of it still running, still scaling, still being used by an internal team that never needed me in the room to keep it going. That’s not luck. That’s what happens when a system is built with enough discipline to survive without its author.
*Some of these designs are client concepts only, and may not have been used in production.
