MHP & MuscleMeds — Brand Systems Across Three Labels

Three labels, one design function. MHP, MuscleMeds and Fit & Lean each speak to a different buyer — different shelf, different promise, different tone — and all three had to stay distinct from each other while staying coherent within themselves. Running brand systems for a portfolio is mostly a discipline of deciding what is allowed to vary and what never does.

I built and maintained those systems across identity, product design and campaign visuals. The label work is the foundation: a supplement panel is a dense, regulated, unforgiving layout, and the brand has to survive it. Get the hierarchy right and the same structure carries across a whole product line.

The part I care most about is what happens after the package. A physical label and a product detail page are the same brand meeting the same customer in two places, and they are usually designed by two different people who never speak. I redesigned product detail pages, comparison layouts and promotional visuals across Shopify and Amazon so the shelf and the screen said the same thing — taking the package system I had already built and translating it into the format the digital shelf actually rewards.

On top of that sat launch and athlete campaign creative, held to one consistent voice across email, social and e-commerce. That work contributed to creative initiatives generating $11K+ in weekly direct campaign sales.