Level Select is a high performance wellness brand providing professional grade recovery and health solutions for athletes and active individuals. The brand consists of two product lines: Level Select CBD and Level Select PRO.

I led the visual identity evolution for the legacy brand, applied the new direction to all creative output, and led the creation of the secondary product line’s design system.

Level Select Brand Identity

Deliverables:

  • Creative Direction

  • Visual Identity Guidelines

  • Email Graphics

  • Product Labels

  • Social Media Graphics and Planning

  • Marketing and Product Launch Planning

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Evolving the Legacy Brand

The brand started with a compelling mission and tone of voice, but failed to accurately depict its personality through its creative output. Brand elements needed to evolve from a salesman persona to that of an inspirational coach.

Imagery changed from posed photos of athletes holding product to inspirational, action oriented photos showing unrestricted movement.

Colors shifted from whites and grays to a bold, high contrast color scheme.

Typography, along with copy direction, became powerful and motivational.

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Creating The PRO Line

Level Select PRO is the next evolution of the mission created by the legacy brand. This product line expands beyond recovery into a comprehensive system of athletic essentials.

I lead the creative through all facets of this new brand: creative direction, brand guidelines, product labels, email campaigns, website design and build, and even product ideation.

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