Rule 1 Proteins

Rule 1 Proteins is a B2C fitness brand that provides athletes and bodybuilders with premium powdered formulas for protein, pre-, and post-workout blends, and more.

R1 was a veteran protein company but they were losing out on potential consumers. They needed to increase brand awareness, generate more sales, and gain influencers in their R1 athlete program.

Crafting a distinctive brand identity in a crowded market would require strategic differentiation and hyper-targeted messaging. We wanted R1 to be the go-to when it came to athletes choosing a protein powder. My team’s goal was to craft creative visuals to improve YoY sales by capturing consumer attention in a saturated market.

Through attention-grabbing visuals, I directed my team towards a digital marketing approach that would reach our target audience online. Label designs, a new website design, social media marketing, ads, trade show graphics, and R1 athlete program promotions would be used to reach potential athletes.

My team developed a new product label redesign that would speak to R1’s target audience. The redesigns included the first multi-language labels for international distribution. We did a redesign of the website as well, moving the current site to a new platform and improving the UX of the site. R1 attended various trade shows, whereas my team crafted booth graphics that would stand out in trade show halls. New product launches needed specialized attention - we created various forms of content, including social media assets, website graphics, print materials, and other digital campaign assets produced from photo and video shoots.

Leveraging social media platforms and influencer/athlete partnerships, we amplified visibility, fostered community engagement, and increased brand awareness and loyalty. With the redesign of the product labels and website, sales increased 26% from the previous year.