Re-branding a sports nutrition giant.

The brief
PhD Nutrition needed to reposition the brand to reach a new female audience, without losing the scientific credibility it was built on. The brief called for a rebuild from the ground up, not a surface refresh: strategy, identity, and every touchpoint across the brand.

My role
As Creative Director, I owned the complete creative vision and execution across all channels, overseeing delivery through myself and internal stakeholders whilst also leading on the UX for the e-commerce website redesign and build.

Approach
The rebrand was anchored to a single positioning: feel good science. It reframed PhD's scientific credibility as something that supports how women feel, not just how they perform, closing the gap between clinical authority and emotional appeal. Every element of the brand, from strategy to visual identity to voice, was built to express that positioning consistently across channels.

Deliverables