Client
Role
Industry
Market
Budget
Science & Humans
Head of Brand
Health & Wellness
Canada
$6.5M +
The brand had a look. What it didn’t have was a system. No governance, no creative framework, no shared language across the growing team, no infrastructure to absorb the scale they were about to pursue. A $6.5M marketing budget was being planned. A Series ‘A’ was on the horizon. The organization needed to be built before any of that could work.
Rebrand
Repurpose
Reimagine
Science & Humans came to me at an inflection point. A genuinely strong product in a high-trust, medically adjacent category, early investor momentum, and a marketing function that wasn’t keeping pace with either, it was time to solidify and scale the brand.
Digital
The audit covered the full marketing ecosystem: brand positioning, messaging architecture, visual identity, channel presence, team structure, and operational workflow.
What it revealed was a brand with genuine ambition and no system to express it. Creative decisions were being made reactively. There was no governance. Assets across channels didn’t share a consistent logic. The team was growing faster than the infrastructure around it.
Two things became clear immediately: the identity needed to evolve, and the way the organization produced creative needed to be rebuilt from the ground up. The audit shaped every decision that followed. Without it, any new system would have been built on assumptions rather than evidence.
The visual system was built around a monochrome foundation with dynamic colour applied by context rather than convention — a deliberate departure from the single-colour brand identity the company had inherited.
The positioning work defined how the brand communicates: intelligent, human, quietly confident.
The result is a visual language that feels elevated without being inaccessible, and that can adapt across campaign contexts without losing coherence.
The Marketing Operating System (MOS v1.0) is a central, functional document that defines how the entire marketing function works across all marketing departments. It’s not a brand guide, or a strategy deck. It is the underlying operating logic that informs all of them.
One of the structural changes with the most immediate impact was rebuilding the marketing org. The incoming structure lacked clear lanes, and the result was overlap, bottlenecks, and decisions surfacing at the wrong level.
The new org was designed around the MOS — roles defined by function, accountability mapped to each stage of the rollout frameworks, and a clear chain of command that kept creative decisions with creative leadership and strategic decisions with marketing.
The VLM system is the creative governance layer at the center of the MOS. It answers one of the most persistent problems in marketing at scale: how do you maintain consistent brand expression when dozens of people are producing hundreds of assets across five different channels and three Canada Health compliance requirements?
VLM 1
Brand Campaigns
& Advertisements
High-concept, top-of-funnel brand awareness signal for growth. Cinematic, minimal, emotional. One human subject. No product imagery or CTAs. Built for OOH, CTV, brand films, and social media.
VLM 2
Conversational
& Human Speak
Always-on communication for key product updates, feature promotions, and lifecycle content. Warm, friendly, direct. Product and UI imagery only. No people. Clear CTA required.
VLM 3
Treatment Programs
& Educational
Funnel-stage content. Problem-to-solution framing, symptom education, program walkthroughs. Supportive and factual. The bridge between awareness and conversion.
VLM 4
Corporate, Medical
& Scientific
Clinical authority content for data visualizations, formal research summaries, whitepapers, and provider materials. Precise, cited, compliance reviewed. No promotional copy, ever.
VLM 5
Events
& Special Campaigns
Omni-channel campaigns, new product launches, special events, and activations. Flexible tone and imagery: B2C leads with warmth and energy; B2B with polish, clarity, and credibility at every turn.
Before any asset enters production, the VLM is identified. That single decision determines tone, imagery rules, CTA requirements, compliance routing, and approval chain.
Each piece was built to show the team not just what the brand should look like, but how the system makes that output repeatable.
What’s Measurable
The Series A tells part of the story.
It's the system that makes it all possible.
The measure of this engagement isn’t any single deliverable. It’s whether the organization was more capable at the end of it than it was at the beginning.
The marketing function that existed when I arrived had ambition without infrastructure. What it needed wasn’t a campaign or a rebrand — it needed the underlying system that makes campaigns and rebrands work. That’s what I built.
*Some of these designs are client concepts only, and may not have been used in production.
