Hydroxycut Brand Refresh
Creative Lead | Art Direction | Brand Refresh | Photography Direction | E-commerce Design | Paid Media Creative
After 14 years with Hydroxycut, I had the opportunity to help lead its most recent brand refresh. Built around new audience personas and the launch of our Hunger Control product, we evolved the brand into something that felt more authentically Hydroxycut, modern, confident, and rooted in people and progress. I led the visual direction across photography, e-commerce, retail, and paid media, partnering with cross-functional teams to create a scalable brand system and launch campaign assets across every touchpoint.
THE SOLUTION
The initial concept leaned too heavily into beauty and wellness aesthetics and didn't fully reflect the Hydroxycut customer. We shifted the creative toward authentic product moments and real people, creating a visual system that balanced science-backed credibility with relatable, lifestyle-driven storytelling.
PRODUCT PHOTOGRAPHY SHOOT
(Photography by Patrick Kakala, art direction & styling by Vanessa Hall)
PEOPLE & MOVEMENT PHOTOGRAPHY SHOOT
(Photography by Lindsey Drennan, art direction, wardrobe & prop planning by Vanessa Hall & Bianca DiVittorio)
PAID SOCIAL ADS
Meta campaigns designed for different audiences, from problem-led messaging and product education to lifestyle and promotional creative.
AMAZON BRAND EXPERIENCE
Refreshing Hydroxycut's Amazon ecosystem through cohesive storefront design, From the Brand modules, and scalable A+ content.
Nearly 30% increase in Amazon Storefront traffic
Increased average spend per sale
Improved bundling and cross-sell performance
WALMART DSP CAMPAIGNS
Digital campaigns created to support product launches, introduce new shoppers to the brand, and drive conversion across Walmart.com.
Delivered a Walmart DSP ROAS of 7.5 against a target of 3 for the Hunger Control Product Launch ads
Achieved 61% new-to-brand purchasers at Walmart
