Con-Cret®

The Opportunity
CON-CRET® set out to do something uncommon at the time: reposition Creatine HCl from a gym-only supplement into an everyday wellness product. Early momentum came organically—including a high-profile mention by Dwayne Johnson—but long-term growth required evolving the brand to speak beyond performance athletes. Over three years, the brand moved from specialty channels toward mass retail, requiring a visual system that could scale without losing credibility.

  • Reimagine how the brand shows up everywhere—on shelf, online, and in person—so Creatine HCl could feel credible, modern, and accessible to a broader wellness audience, while still respecting long-time customers rooted in performance culture.

  • Over three years, I helped lead and maintain the visual evolution of CON-CRET®, touching nearly every consumer-facing asset the brand produced. My work included evolving packaging systems, art-directing higher-end photography, supporting website refreshes, designing trade show environments, developing proprietary iconography, and expanding the visual language to support new SKUs and campaigns. The focus was consistency, clarity, and restraint—ensuring the brand could grow without fragmenting.

    • ~15% year-over-year growth during my tenure

    • Expansion from specialty retail into mass channels

    • National retail placement with Walmart, Sprouts, and Meijer

    • A cohesive brand system capable of supporting wellness audiences at scale

Collage of CON-CRET creatine supplements with colorful backgrounds, pictures of fruits, and a person wearing a black T-shirt with the CON-CRET logo.

While my role at CON-CRET® spanned digital and print design, packaging, and photography art direction, the social feed offers the clearest snapshot of the brand’s evolution over time. These before-and-after views highlight how shifts in visual language, photography, tone, and consistency transformed the brand’s presence across channels. Though social was only one touchpoint, it reflects the cumulative impact of a broader design system—making it the most immediate way to see how the brand matured, clarified, and scaled.

Before/After