Con‑Cret is a science-driven creatine brand with a focus on both advanced athletes and everyday wellness consumers. When the brand underwent a major visual identity update led by ChaseAgency, my role as in-house art direction was to translate that into all the assets but also find a way to elevate and update the brand photography as well. While we were given a toolkit - All aspects of the brand refresh for packaging and digital assets was handled by the internal team ensuring the new visual identity wasn’t just a design file, but a living system across product lines and e-commerce channels. From developing an ownable icon system to planning and directing product photography and packaging rollouts, I helped connect the new Con‑Cret aesthetic to consumers everywhere they encounter the brand.