[ MICROBE FORMULAS ]
Industry: Health & Wellness
Focus: Branding,
Product,
Print,
Web,
Marketing
Consumer Health Brand, Education Platform & E-Commerce
[ OVERVIEW ]
Microbe Formulas was the direct-to-consumer extension of CellCore Biosciences, created to bring practitioner-grade formulations and systems-based health education to consumers ready to take ownership of their healing journey.
When I joined, the company was early-stage, under-resourced creatively, and operating with limited brand cohesion. Over the following two years, Microbe Formulas became the primary growth engine of the organization—scaling headcount, revenue, and brand equity in parallel, and ultimately contributing to a private-equity exit at a ~$240M valuation.
[ BRIEF ]
Microbe Formulas faced a complex, high-stakes challenge:
• Translate practitioner-level science into a consumer-accessible experience
• Drive direct-response revenue without eroding trust or compliance
• Build a scalable brand and marketing system while the company was actively growing
• Maintain alignment across creative, marketing, sales, product, and leadership
At the time, the company lacked:
• A cohesive visual and verbal identity
• A unified customer experience across touchpoints
• Internal creative infrastructure capable of supporting rapid scale
[ APPROACH ]
The strategic intent was to position Microbe Formulas as guided self-healing—not self-diagnosis, not hype-driven wellness.
Key strategic pillars:
• Act as the consumer entry point into a broader practitioner ecosystem
• Drive fast, confident purchasing decisions supported by layered education
• Build trust through systems, structure, and consistency—not persuasion
• Create clear escalation paths into practitioner care when deeper intervention was required
Microbe Formulas was designed to bring people in quickly, then educate deeply over time.
[ EXECUTION ]
My work began with a full rebrand and systems reset, followed by organizational and operational build-out.
Brand & System Design
• Complete visual identity redesign
• Brand architecture aligned to protocols, not individual SKUs
• Clear hierarchy across products, education, and messaging
Marketing & Growth
• Direct-response creative systems for acquisition
• Education-driven retention and lifecycle marketing
• Campaign frameworks spanning digital, print, video, and audio
Team & Infrastructure
• Built and scaled internal creative and marketing teams
• Established workflows across creative, media, development, and sales
• Implemented standards to maintain quality during rapid growth
[ EXECUTION ]
I joined as a graphic design contractor and was promoted to Creative Director within two months.
From that point forward:
Served as a core member of the leadership team
Participated in weekly C-suite and stakeholder meetings
Worked cross-functionally with operations, product, sales, and marketing
Helped define company priorities, solve organizational bottlenecks, and align departments
I held creative and strategic oversight across all customer-facing touchpoints while contributing directly to leadership-level decision-making.
[ SYSTEMS IN PRACTICE ]
I oversaw and directed:
Brand identity and brand governance
Print and digital marketing systems
E-commerce experience and conversion paths
Campaigns, launches, and events
Commercials, podcast placements, and media partnerships
Every customer interaction—from packaging to paid media to education—was treated as part of a single, cohesive system.
[ VISUAL SYSTEM ]
The visual system balanced clinical credibility with consumer approachability.
Key characteristics:
• Calm, confident, science-forward aesthetic
• Clear hierarchy to reduce cognitive load
• Consistent application across print, digital, video, and physical touchpoints
• Designed to scale without losing coherence
The system reinforced trust, clarity, and momentum as the brand expanded rapidly.
REFLECTION ]
This project required more than design execution—it demanded leadership, systems thinking, and organizational clarity under pressure.
Microbe Formulas is an example of how disciplined brand systems, aligned leadership, and thoughtful growth strategy can turn complexity into scale—without sacrificing trust, integrity, or long-term value.
[ MORE WORK ]
[ 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.
[ MICROBE FORMULAS ]
Industry: Health & Wellness
Focus: Branding,
Product,
Print,
Web,
Marketing
Consumer Health Brand, Education Platform & E-Commerce
[ OVERVIEW ]
Microbe Formulas was the direct-to-consumer extension of CellCore Biosciences, created to bring practitioner-grade formulations and systems-based health education to consumers ready to take ownership of their healing journey.
When I joined, the company was early-stage, under-resourced creatively, and operating with limited brand cohesion. Over the following two years, Microbe Formulas became the primary growth engine of the organization—scaling headcount, revenue, and brand equity in parallel, and ultimately contributing to a private-equity exit at a ~$240M valuation.
[ BRIEF ]
Microbe Formulas faced a complex, high-stakes challenge:
• Translate practitioner-level science into a consumer-accessible experience
• Drive direct-response revenue without eroding trust or compliance
• Build a scalable brand and marketing system while the company was actively growing
• Maintain alignment across creative, marketing, sales, product, and leadership
At the time, the company lacked:
• A cohesive visual and verbal identity
• A unified customer experience across touchpoints
• Internal creative infrastructure capable of supporting rapid scale
[ APPROACH ]
The strategic intent was to position Microbe Formulas as guided self-healing—not self-diagnosis, not hype-driven wellness.
Key strategic pillars:
• Act as the consumer entry point into a broader practitioner ecosystem
• Drive fast, confident purchasing decisions supported by layered education
• Build trust through systems, structure, and consistency—not persuasion
• Create clear escalation paths into practitioner care when deeper intervention was required
Microbe Formulas was designed to bring people in quickly, then educate deeply over time.
[ EXECUTION ]
My work began with a full rebrand and systems reset, followed by organizational and operational build-out.
Brand & System Design
• Complete visual identity redesign
• Brand architecture aligned to protocols, not individual SKUs
• Clear hierarchy across products, education, and messaging
Marketing & Growth
• Direct-response creative systems for acquisition
• Education-driven retention and lifecycle marketing
• Campaign frameworks spanning digital, print, video, and audio
Team & Infrastructure
• Built and scaled internal creative and marketing teams
• Established workflows across creative, media, development, and sales
• Implemented standards to maintain quality during rapid growth
[ EXECUTION ]
I joined as a graphic design contractor and was promoted to Creative Director within two months.
From that point forward:
Served as a core member of the leadership team
Participated in weekly C-suite and stakeholder meetings
Worked cross-functionally with operations, product, sales, and marketing
Helped define company priorities, solve organizational bottlenecks, and align departments
I held creative and strategic oversight across all customer-facing touchpoints while contributing directly to leadership-level decision-making.
[ SYSTEMS IN PRACTICE ]
I oversaw and directed:
Brand identity and brand governance
Print and digital marketing systems
E-commerce experience and conversion paths
Campaigns, launches, and events
Commercials, podcast placements, and media partnerships
Every customer interaction—from packaging to paid media to education—was treated as part of a single, cohesive system.
[ VISUAL SYSTEM ]
The visual system balanced clinical credibility with consumer approachability.
Key characteristics:
• Calm, confident, science-forward aesthetic
• Clear hierarchy to reduce cognitive load
• Consistent application across print, digital, video, and physical touchpoints
• Designed to scale without losing coherence
The system reinforced trust, clarity, and momentum as the brand expanded rapidly.
REFLECTION ]
This project required more than design execution—it demanded leadership, systems thinking, and organizational clarity under pressure.
Microbe Formulas is an example of how disciplined brand systems, aligned leadership, and thoughtful growth strategy can turn complexity into scale—without sacrificing trust, integrity, or long-term value.
[ MORE WORK ]
[ LET'S TALK ]
If you’re building something that matters, I’d love to hear about it.
[ MICROBE FORMULAS ]
Industry: Health & Wellness
Focus: Branding,
Product,
Print,
Web,
Marketing
Consumer Health Brand, Education Platform & E-Commerce
[ OVERVIEW ]
Microbe Formulas was the direct-to-consumer extension of CellCore Biosciences, created to bring practitioner-grade formulations and systems-based health education to consumers ready to take ownership of their healing journey.
When I joined, the company was early-stage, under-resourced creatively, and operating with limited brand cohesion. Over the following two years, Microbe Formulas became the primary growth engine of the organization—scaling headcount, revenue, and brand equity in parallel, and ultimately contributing to a private-equity exit at a ~$240M valuation.
[ BRIEF ]
Microbe Formulas faced a complex, high-stakes challenge:
• Translate practitioner-level science into a consumer-accessible experience
• Drive direct-response revenue without eroding trust or compliance
• Build a scalable brand and marketing system while the company was actively growing
• Maintain alignment across creative, marketing, sales, product, and leadership
At the time, the company lacked:
• A cohesive visual and verbal identity
• A unified customer experience across touchpoints
• Internal creative infrastructure capable of supporting rapid scale
[ APPROACH ]
The strategic intent was to position Microbe Formulas as guided self-healing—not self-diagnosis, not hype-driven wellness.
Key strategic pillars:
• Act as the consumer entry point into a broader practitioner ecosystem
• Drive fast, confident purchasing decisions supported by layered education
• Build trust through systems, structure, and consistency—not persuasion
• Create clear escalation paths into practitioner care when deeper intervention was required
Microbe Formulas was designed to bring people in quickly, then educate deeply over time.
[ EXECUTION ]
My work began with a full rebrand and systems reset, followed by organizational and operational build-out.
Brand & System Design
• Complete visual identity redesign
• Brand architecture aligned to protocols, not individual SKUs
• Clear hierarchy across products, education, and messaging
Marketing & Growth
• Direct-response creative systems for acquisition
• Education-driven retention and lifecycle marketing
• Campaign frameworks spanning digital, print, video, and audio
Team & Infrastructure
• Built and scaled internal creative and marketing teams
• Established workflows across creative, media, development, and sales
• Implemented standards to maintain quality during rapid growth
[ EXECUTION ]
I joined as a graphic design contractor and was promoted to Creative Director within two months.
From that point forward:
Served as a core member of the leadership team
Participated in weekly C-suite and stakeholder meetings
Worked cross-functionally with operations, product, sales, and marketing
Helped define company priorities, solve organizational bottlenecks, and align departments
I held creative and strategic oversight across all customer-facing touchpoints while contributing directly to leadership-level decision-making.
[ SYSTEMS IN PRACTICE ]
I oversaw and directed:
Brand identity and brand governance
Print and digital marketing systems
E-commerce experience and conversion paths
Campaigns, launches, and events
Commercials, podcast placements, and media partnerships
Every customer interaction—from packaging to paid media to education—was treated as part of a single, cohesive system.
[ VISUAL SYSTEM ]
The visual system balanced clinical credibility with consumer approachability.
Key characteristics:
• Calm, confident, science-forward aesthetic
• Clear hierarchy to reduce cognitive load
• Consistent application across print, digital, video, and physical touchpoints
• Designed to scale without losing coherence
The system reinforced trust, clarity, and momentum as the brand expanded rapidly.
REFLECTION ]
This project required more than design execution—it demanded leadership, systems thinking, and organizational clarity under pressure.
Microbe Formulas is an example of how disciplined brand systems, aligned leadership, and thoughtful growth strategy can turn complexity into scale—without sacrificing trust, integrity, or long-term value.
[ MORE WORK ]
[ LET'S TALK ]
If you’re building something that matters, I’d love to hear about it.