[ CELLCORE ]
Industry: Health & Wellness
Focus: Branding,
Product,
Print,
Web,
Event
Elevating a clinical brand for scale, credibility, and long-term trust.
[ OVERVIEW ]
Industry: Health & Wellness
Timeline: ~2 months
Role: Creative Director / Producer
Tools: Adobe Suite, Figma, Shapr3D
CellCore Biosciences is a practitioner-only health and wellness brand with a highly loyal customer base and a growing footprint. The project involved creative directing a cross-functional team of ten to evolve the brand across product, digital, marketing, and experiential touchpoints—impacting an audience of over 100,000 practitioners.
[ BRIEF ]
CellCore was preparing for a private equity acquisition and needed to elevate its brand beyond its original look and feel without disrupting the trust it had built with practitioners over time.
While the business was performing well, the visual system was holding it back. Product design lacked distinction, the website experience felt dated, marketing was flat, and live events were underdeveloped. The challenge was to modernize the brand comprehensively while maintaining continuity—especially given inventory constraints and a regulated, clinical product category.
Above all, the work needed to feel like an evolution, not a reset.
[ APPROACH ]
The guiding strategy was restraint. CellCore did not need reinvention—it needed refinement, clarity, and cohesion.
Key priorities included:
Preserving practitioner trust during a phased rollout
Eliminating excess in favor of credibility and precision
Designing for scale across product, digital, and experiential environments
The approach intentionally avoided decorative branding, unnecessary variation, and visual noise. Decisions were filtered through a single question: Does this make the experience clearer, stronger, and more trustworthy for practitioners?
[ EXECUTION ]
The execution focused on building a unified system capable of scaling across a complex ecosystem.
Visually, the brand was distilled to a clinically blue foundation supported by disciplined typography, controlled layouts, and a refined use of color and imagery. A simple dot—derived from the redesigned logo—became the brand’s most flexible and recognizable element, carrying presence without excess.
Beyond visuals, the system extended into experience design. The practitioner backend of the website was rebuilt and gamified to encourage education and engagement. Events were elevated to feel more like conferences than internal brand gatherings, reinforcing authority and care at scale.
The rollout was intentionally phased, aligning with inventory turnover and operational realities. The new identity launched publicly at the ECO22 conference, with full product and marketing alignment following over the next six months.
[ REFLECTION ]
This project reinforced the power of disciplined change. When a brand already works, the most effective moves are often the most restrained ones.
It also underscored the importance of leadership at scale—aligning creative, marketing, and operations around a shared vision and communicating that vision clearly to both internal teams and external audiences. The result was not just a refreshed brand, but a stronger sense of trust brought forward earlier in the customer journey.
[ LET'S TALK ]
If you’re building something that matters, I’d love to hear about it.
[ LET'S TALK ]
If you’re building something that matters, I’d love to hear about it.
[ CELLCORE ]
Industry: Health & Wellness
Focus: Branding,
Product,
Print,
Web,
Event
Elevating a clinical brand for scale, credibility, and long-term trust.
[ OVERVIEW ]
Industry: Health & Wellness
Timeline: ~2 months
Role: Creative Director / Producer
Tools: Adobe Suite, Figma, Shapr3D
CellCore Biosciences is a practitioner-only health and wellness brand with a highly loyal customer base and a growing footprint. The project involved creative directing a cross-functional team of ten to evolve the brand across product, digital, marketing, and experiential touchpoints—impacting an audience of over 100,000 practitioners.
[ BRIEF ]
CellCore was preparing for a private equity acquisition and needed to elevate its brand beyond its original look and feel without disrupting the trust it had built with practitioners over time.
While the business was performing well, the visual system was holding it back. Product design lacked distinction, the website experience felt dated, marketing was flat, and live events were underdeveloped. The challenge was to modernize the brand comprehensively while maintaining continuity—especially given inventory constraints and a regulated, clinical product category.
Above all, the work needed to feel like an evolution, not a reset.
[ APPROACH ]
The guiding strategy was restraint. CellCore did not need reinvention—it needed refinement, clarity, and cohesion.
Key priorities included:
Preserving practitioner trust during a phased rollout
Eliminating excess in favor of credibility and precision
Designing for scale across product, digital, and experiential environments
The approach intentionally avoided decorative branding, unnecessary variation, and visual noise. Decisions were filtered through a single question: Does this make the experience clearer, stronger, and more trustworthy for practitioners?
[ EXECUTION ]
The execution focused on building a unified system capable of scaling across a complex ecosystem.
Visually, the brand was distilled to a clinically blue foundation supported by disciplined typography, controlled layouts, and a refined use of color and imagery. A simple dot—derived from the redesigned logo—became the brand’s most flexible and recognizable element, carrying presence without excess.
Beyond visuals, the system extended into experience design. The practitioner backend of the website was rebuilt and gamified to encourage education and engagement. Events were elevated to feel more like conferences than internal brand gatherings, reinforcing authority and care at scale.
The rollout was intentionally phased, aligning with inventory turnover and operational realities. The new identity launched publicly at the ECO22 conference, with full product and marketing alignment following over the next six months.
[ REFLECTION ]
This project reinforced the power of disciplined change. When a brand already works, the most effective moves are often the most restrained ones.
It also underscored the importance of leadership at scale—aligning creative, marketing, and operations around a shared vision and communicating that vision clearly to both internal teams and external audiences. The result was not just a refreshed brand, but a stronger sense of trust brought forward earlier in the customer journey.
[ LET'S TALK ]
If you’re building something that matters, I’d love to hear about it.
[ CELLCORE ]
Industry: Health & Wellness
Focus: Branding,
Product,
Print,
Web,
Event
Elevating a clinical brand for scale, credibility, and long-term trust.
[ OVERVIEW ]
Industry: Health & Wellness
Timeline: ~2 months
Role: Creative Director / Producer
Tools: Adobe Suite, Figma, Shapr3D
CellCore Biosciences is a practitioner-only health and wellness brand with a highly loyal customer base and a growing footprint. The project involved creative directing a cross-functional team of ten to evolve the brand across product, digital, marketing, and experiential touchpoints—impacting an audience of over 100,000 practitioners.
[ BRIEF ]
CellCore was preparing for a private equity acquisition and needed to elevate its brand beyond its original look and feel without disrupting the trust it had built with practitioners over time.
While the business was performing well, the visual system was holding it back. Product design lacked distinction, the website experience felt dated, marketing was flat, and live events were underdeveloped. The challenge was to modernize the brand comprehensively while maintaining continuity—especially given inventory constraints and a regulated, clinical product category.
Above all, the work needed to feel like an evolution, not a reset.
[ APPROACH ]
The guiding strategy was restraint. CellCore did not need reinvention—it needed refinement, clarity, and cohesion.
Key priorities included:
Preserving practitioner trust during a phased rollout
Eliminating excess in favor of credibility and precision
Designing for scale across product, digital, and experiential environments
The approach intentionally avoided decorative branding, unnecessary variation, and visual noise. Decisions were filtered through a single question: Does this make the experience clearer, stronger, and more trustworthy for practitioners?
[ EXECUTION ]
The execution focused on building a unified system capable of scaling across a complex ecosystem.
Visually, the brand was distilled to a clinically blue foundation supported by disciplined typography, controlled layouts, and a refined use of color and imagery. A simple dot—derived from the redesigned logo—became the brand’s most flexible and recognizable element, carrying presence without excess.
Beyond visuals, the system extended into experience design. The practitioner backend of the website was rebuilt and gamified to encourage education and engagement. Events were elevated to feel more like conferences than internal brand gatherings, reinforcing authority and care at scale.
The rollout was intentionally phased, aligning with inventory turnover and operational realities. The new identity launched publicly at the ECO22 conference, with full product and marketing alignment following over the next six months.
[ REFLECTION ]
This project reinforced the power of disciplined change. When a brand already works, the most effective moves are often the most restrained ones.
It also underscored the importance of leadership at scale—aligning creative, marketing, and operations around a shared vision and communicating that vision clearly to both internal teams and external audiences. The result was not just a refreshed brand, but a stronger sense of trust brought forward earlier in the customer journey.
[ LET'S TALK ]
If you’re building something that matters, I’d love to hear about it.