I lead the creative for the USN pitch at RocketMill in early 2021. USN wanted to develop and launch a new brand strategy, including a new strapline and visual identity.

Since 2000, USN has become one of the fastest-growing sports nutrition brands in the world, delivering world-class nutritional supplements for optimised health and sports performance.

By using the highest-quality raw ingredients, they have become a top choice for a wide range of professional athletes and fitness enthusiasts alike, but their branding has historically catered to the niche bodybuilding audience.

The brief was two-fold. Firstly we were tasked to re-position the USN brand within the market as an accessible, top-level performance supplement suitable for all athletes, without alienating USN’s core bodybuilding audience.

Secondly, there was the challenge of producing over two hundred and thirty pieces of advertising collateral to establish our new positioning across a host of different media channels and audiences.