LifeVantage is a wellness brand focused on supplements and beauty products that help individuals “activate” their bodies, to live healthier and happier lives.
I began working with LifeVantage in 2018 when I became the Creative Director at Dinng Creative. A Branding studio in Salt Lake City, UT. LifeVantage was our largest client and we helped support all their creative needs from updating their website look and feel, to developing a new campaign to support the partnership with MLS Soccer team Real Salt Lake. In 2020 I became the Creative Director for LifeVantage and helped bring our teams in-house.
The Global Creative team helps support every creative need in the company across 21 markets and 12 languages. My role is to lead a team of Designers, Writers, Producers, and Content Creators that build all the amazing marketing materials for LifeVantage. It’s an incredibly talented team, so mostly I add a bit of creative vision, strategy, and then clear a path for the team to be properly recognized.
2020 Site Redesign
Concept, Creative Direction, UX/UI Design
The LifeVantage e-commerce website was a complete redesign and rebuild of the business’ flagship digital platform. The project carefully considered the entire experience creation and maintenance lifecycle to effectively engage with all the users on an individual basis. The site’s premiere was a major success, launching in 20 global markets and 8 languages concurrently and ended up winning 2 American Business Awards or “Stevies” for User Experience, and User Interface Design.
The project was only possible with the full effort of everyone at Dinng, Art Director - Camille Nugent, Designer - Katelyn Pettit, and the Development team lead by Josh Bennett and Stephen Chai.
Find Your Path to
What’s Possible Campaign
Concept, Creative Direction, Design
Launched in 2023, this campaign is focused on celebrating the everyday successes of being a network marketer, or Consultant, for LifeVantage. By telling the human stories and paths of individual Consultants the campaign will inspire prospects that they too can have success, while inspiring current Consultants to learn how to tell their stories. We launched with an overview video, 1 individual story, and by having some of soon to be featured independent sales Consultants in Q&A on stage at an event. We are furthering the campaign in various channels with portrait and story telling posts that highlight each “Up & Comer’s path. This wouldn’t have been possible without
2020 RSL Flip The Switch Campaign
Concept, Creative Direction, Design
During the 2020 MLS season, LifeVantage launched a new campaign around the phrase “Flip the Switch. Feel Better. Do More.” At the same time a new athlete agreement made it hard to actually show any of the team members in the campaign. So we developed a look highlighting a backlit player where they were more a suggestion than the focus. The team developed signage, digital assets, and a series of videos for the campaign. It was a pleasure to work with Art Director - Camille Nugent, Designer - Katelyn Pettit, and Director of Media at LifeVantage Jason Moffat.
2022 Global Convention
Activate Wellness
Creative Direction, Event Experience, Signage, Stage Design
LifeVantage holds a Global Convention, bringing all their Consultants together to learn and to be celebrated. In 2o22 LifeVantage was launching the idea of Activating Wellness. Much thought was given trying to make as many moments that might inspire an attendee to grab a selfie or 3. The creative team supported the event with signage, on-site store experiences, custom merchanise, presentation designs, stage design, as well as supporting the introduction of an all new Executive team with a video. Camille Nugent styled each executive while Jason Moffat and team shot some short interviews with each C-Suite member. The bright colors and tone felt new and vibrant and the video became a requested tool for Consultants to talk about this great new leadership team.
