Nuun is a popular brand with athletes, but not well known beyond the sport and fitness space. To help the company expand into a larger market, our team needed to create a new brand style and supporting designed deliverables to appeal to a broader “healthy lifestyle” audience without alienating Nuun’s core fanbase.

As art director, I oversaw our brand evolution through new lifestyle and product photo shoots, campaigns, paid media, brand partnerships, and in-house asset creation. Using carefully selected lighting, styling, locations, and talent, we created a vibrant suite of marketing and brand deliverables to introduce Nuun to a new audience and launch a new product, Nuun Daily Hydration.

Throughout the process, I worked to build a bridge from our heritage, athletic-focused assets to a more commercial approach showcasing delicious hydration for an active lifestyle. We were able to seamlessly transition from an electrolyte supplement for athletes to a hydration brand for everyone — while remaining true to the heart and soul of Nuun.