The Healthy Place, Lively Vitamin Co., Wild TheoryBuilding Creative Systems
Across a Multi-Brand Wellness
Portfolio
Role: Creative Director
Brands: The Healthy Place, The Healthy Place Holistic Clinic, Wild Theory,
Lively Vitamin Co.
Focus: Brand systems, creative direction, campaign design, packaging, email, SMS, retail, ecommerce, print
Channels: Digital, email, SMS, packaging, retail signage, paid social, print, web
Core challenge: Keep multiple brands visually distinct, strategically aligned, and easy for customers to understand.
Creative direction, brand consistency, campaign execution, and cross-channel design across a growing family of wellness, retail, ecommerce, and product-based brands.
As Creative Director, I help lead the creative expression across a growing portfolio of wellness-focused brands. The work spans retail, ecommerce, product launches, clinic services, customer education, campaigns, packaging, email, SMS, signage, and internal communication.
The challenge is not just making each piece look polished. It is making sure every brand feels clear, consistent, and trustworthy — while still serving its own audience, offer, and business goal.
This case study highlights the creative systems, campaign work, and brand decisions that help connect multiple businesses into one clearer customer experience.
The Challenge
Across multiple brands, the creative team needed to support fast-moving business needs without losing consistency or quality.
The work required balancing:
Distinct visual identities across multiple brands.
Clear customer education in a wellness category that can easily feel overwhelming.
Retail and ecommerce needs that often move quickly.
Campaigns that needed to drive action while still protecting brand trust.
Packaging, signage, email, SMS, and digital assets that all needed to feel connected.
A growing creative team that needed better systems, clearer direction, and stronger shared standards.
My Role
As Creative Director, my role includes:
Leading creative direction across multiple brands and channels.
Translating owner vision and business goals into actionable creative plans.
Creating and maintaining visual consistency across campaigns, packaging, retail, digital, and print.
Reviewing and directing work from the creative team.
Developing brand systems that help the team move faster with fewer revisions.
Supporting product launches, promotions, email/SMS campaigns, and in-store experiences.
Helping connect creative decisions to customer experience and business strategy.
Strategic Approach
The goal was to create enough structure for consistency without making every brand feel the same.
Each brand needed a clear role within the larger ecosystem. Some moments called for education and trust. Others needed urgency, retail clarity, emotional connection, or product storytelling. My job was to help shape the creative so each touchpoint felt intentional — not just designed.
Clarify the message
Make the offer, product, or next step easy to understand.
Protect the brand
Keep visuals, tone, and customer experience consistent across channels.
Build for scale
Create systems the team could use again without starting from scratch every time.
Campaign creative had to balance clarity, urgency, and trust — especially across wellness categories where education matters as much as promotion. Campaigns often had to blend elements from multiple brands, furthering the need for consistency.
Selected Campaign Materials
Wild Theory Strata PM for Sleep Launch, In-Store and Online
The Strata PM for Sleep launch utilized both the Wild Theory and The Healthy Place brands in order to educate the community on a new product, create excitement and ultimately drive sales for both The Healthy Place stores and the Wild Theory brand.
Assets: Product label, educational literature, product images, in-store launch/promotional signage, vinyl hours sign, team apparel, social media, web banners, email marketing
The Healthy Place 13th Anniversary Sale Week
Every year The Healthy Place celebrates their anniversary in June with a week-long sale, a special branded campaign, giveaways and more to say “thank you” to the local and national community who make the business possible. This sale primarily focuses on The Healthy Place, but features in-house brands—Wild Theory & Lively Vitamin Co.
Assets: Sale plan & strategy, photoshoot direction, team apparel, in-store signage, shipping inserts, social, email marketing, SMS
