KATALYST
Katalyst is the first FDA-cleared electrostimulation (EMS) suit in the United States, revolutionizing fitness and wellness technology. As Senior Art Director, I was tasked with conceptualizing a reimagined brand identity that would position Katalyst as a leader in the U.S. market.
The goal was to position Katalyst as a significant contender in the U.S. fitness industry by breaking down barriers to understanding EMS technology and creating a brand identity that blended sophistication with innovation. This included educating customers on the benefits of EMS workouts while standing out from competitors. The campaign's success was marked by winning the 2023 Time Best Invention Award, with visuals approved by Time for paid ads, and securing an international partnership with Switzerland at the PGA Show through innovative booth design.
Output
✣ Launched a "Member Stories" campaign, sharing real customer experiences to build emotional connections and showcase the suit's transformative impact.
✣ Directed large-scale shoots, crafting editorial-quality visuals for campaigns, ads, and the website.
✣ Created pitch decks for high-profile clients, including Equinox, NASA, and the U.S. Air Force.
Process
✣ Worked closely with cross-functional teams to refine creative briefs, ensuring alignment with strategic goals.
✣ Managed all creative touch points, from typography and layouts to call sheets and pre/post-production for photo and video content.
✣ Partnered with internal teams and leadership to ensure cohesive messaging and scalability across platforms.
✣ Tailored strategies for rapid growth, emphasizing attention to detail and agility to meet the brand’s evolving needs.
