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 EVEYR 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.
TARGET RETAIL + DIGITAL ACTIVATION
The firm deployed the writing across a gorgeous web experience. It’s not your typical GNC Gym Bro protein product. Like - MAX LIFT. BURN BLASTER. BRO MILK. You get it…
The writing challenge was finding a way to communicate with people who might not think protein powder is for them. Every body. We wanted to connect the bespoke formulation idea with their health goals whatever they may be. As one does, we started with a manifesto.-
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 is 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.
