Rebranding FUEL
What is FUEL?
FUEL is a pre-workout supplement designed by Campus Protein. Their motto is “by students for students” and they target the college-student market with flavor profiles, pricing, and ingredients that rival the industry’s #1 brand, Cellucor. Their issue? Their marketing materials didn’t stand a chance to Cellucor’s C4.
Each of these posts is announcing a new product.
Which one would you buy?
That’s where I came in.
This is the text I received from my old boss, Mike Yewdell (CMO) after I showed him my first product picture (below). Needless to say, he was just as surprised with my work as I was.
My mission: turn FUEL into a product that looks as good as it tastes.
My main responsibility during this internship was to produce content that would completely rebrand FUEL’s online presence. Using Lightroom and Photoshop, I turned the tides from graphics that looked like they were made in MS Paint to images that truly rivaled other industry giants, like Cellucor’s C4. When I first took on the position, I had no idea what it would entail, but with each new task, I raised the ceiling on what I thought was possible. And the end result was something beautiful.
Extraordinary starts with ordinary.
From the Shoot.
To the Processing.
To the Instagram.
Working On My Own Terms
One of the biggest difficulties of this internship was the inherent lack of guidelines. I basically served as the art director for this project since my daily tasks were basically to come up with ideas, show them to the bosses, and then expand on them per my own vision. Luckily, I found my own style and I like to think I made a couple of tubs of colorless powder look like a whole lot sexier than they really are.
