vital.ly

Vital.ly is Australia's leading online natural health marketplace. Over two years as Senior Graphic Designer and Brand Creative, I identified a growing misalignment between the brand's visual presentation and its evolving direction, and took the initiative to address it.

The Challenge
The brand had drifted. Visual execution was inconsistent across digital, print, and educational channels, and no one had formalised this as a strategic problem requiring action.

The Approach
I developed a strategic rationale for a full visual rebrand and presented it directly to the CEO, who approved it. I then led the rebrand end-to-end: building a new brand system and visual guidelines, establishing a recurring cross-channel content framework, and partnering closely with the education, data, and web teams to ensure consistent execution across every touchpoint. As part of the broader brand ecosystem, I also created Exergy, a sub-brand for Vital.ly's laboratory services, developing its visual identity from the ground up.

The Outcome
A cohesive, scalable brand system adopted across the business. Campaign content was recognised by health practitioners for its clarity and alignment with educational messaging. Monthly content rollouts improved in both quality and efficiency through systematised production workflows.

As part of building the broader Vital.ly brand ecosystem, I created Exergy — a sub-brand for Vital.ly's laboratory services division. The identity was developed from the ground up: a sleek, futuristic mark built around precision and innovation, with clean lines, modern typography, and a contemporary palette that signals cutting-edge science while remaining coherent with the parent brand.