A touch of sophistication with a whole lot edge.
An online marketplace for pharmaceutical-grade supplements that are clinically proven to address the root cause of chronic concerns. Founded by Karen Mullins, DOM—a chronic disease survivor herself—Digestive Warrior experienced rapid organic growth in its first several years. With Karen’s connection to the chronic illness community through her own experience, and her background in alternative medicine, she was able to generate a substantial customer base with minimal outbound efforts.
Despite massive organic growth, there was a host of untapped opportunities for Digestive Warrior to take itself to the next level. Having been solely focused on product and collection curation for several years, not much attention had been given to the brand itself, or its marketing efforts—including its bread and butter, community building.
I worked in tight collaboration with DW founder’s on a new visual identity including logo, color palette, typography, and art direction. Paired with a new messaging framework that embodied the rebel archetype in an edgy but sophisticated voice, we worked to transform Digestive Warrior from online market to an expert wellness collective marked by its clinically proven formulas, transparent perspective on the struggles of chronic disease, and an engaged community proud to be supplement snobs. 🩷
Work
Brand Strategy + Positioning
Visual Identity
Email Program Revamp
Website Refresh
Copywriting
Blog Redesign + Content
