GAINFUL PERSONALIZED PROTEIN
I developed Gainful’s foundational brand language for the outstanding LA-based branding firm Herman Scheer as they prepared to launch a new personalized protein system.
We positioned Gainful as a leader in personalized nutrition with the platform PROTEIN FOR EVERY BODY. This work helped secure retail partnerships with GNC, Target, and Vitamin Shoppe. The work supported Gainful’s expansion into more than 1700 Target stores.
The idea needed to be big and flexible. Protein for Every Body became the platform that could stretch across the entire retail and shopper ecosystem. It worked in store with aisle displays and end caps. It worked online with retailer banners and product pages. And it gave the influencer push a clear story to rally around ahead of launch.
The result was a unified brand voice that held together across every touchpoint from shelf to social.
From Manifesto to Brand Assets
A tagline isn't just a headline. It's a strategic stake in the ground that should bear fruit across every touchpoint a brand occupies.
Gainful was a uniquely complex sell. A personalized protein powder that required consumers to understand the product, trust the brand, and complete an onboarding survey about their dietary needs and health goals before they ever got a formula.
Gainful — Brand Manifesto
It's the extra little effort —
that last push that makes the difference.
From workplace professionalism, to family dedication,
to impeccable dressing, to that extra gym set —
Executed with perfect form,
when no one's even looking.
Details matter.
We notice the small things.
Out in the world and in our bodies.
Recovery time. Optimal heart rate.
How nutrition affects performance and mood.
Gainful is an elevated approach to protein powder.
Formulated for a consumer of one — You.
Personalized to fit your unique physiology,
dietary preferences, and fitness goals.
Made with the finest ingredients
with your health and wellbeing in mind.
