Atlas
VP of Brand (2019-2024)
I owned all visual creative for Atlas, working directly with the founder across packaging, retail, DTC, Amazon, landing pages, email flows, paid social, and photography. I built the visual identity from the ground up and stayed hands-on from concept through execution.
Repositioning Atlas
Atlas originally gained traction on Amazon as a keto protein bar with a gym-focused audience. As the brand expanded beyond Amazon, we repositioned it as a more premium mind and body nutrition brand for a broader audience.
I built the new identity around a script logo, pulling it away from the harder, performance-driven look of the category. I designed the packaging for shelf and for a phone screen, moving to a vertical format that gave the product and the nutrition callouts more impact.
From Trial Pack to Starter Kit
A six-bar trial pack initially helped acquire customers around break-even on the first order, but the lower-commitment offer attracted customers with weaker repeat behavior and lower LTV.
We replaced it with customizable 30 and 60 day Starter Kits. I shifted the creative toward education around the product’s functional benefits, with that story carried across packaging, landing pages, paid social, email flows, inserts, habit tracking, and creator seeding.
CAC was the obvious metric. The one that mattered was whether the customer stayed.
