The Genius Brand Rebrand

Genius had the product—mushroom-based supplements with real cognitive and physical benefits—but the brand lacked the emotional connection and visual identity needed to thrive in a DTC space. The challenge was to move from a functional Amazon-first presence to a premium, lifestyle-focused brand that felt smart, modern, and built for real people.

Working closely with a Creative Director Copywriter, I helped shape the concept Mind Unlocks Body—a creative platform built around the mind-body connection and the everyday power of mental clarity. To explore the right look and feel, I developed stylescapes to guide early conversations and direction-setting.

From there, I created keyframes, collaborated with animators and the production team to bring the videos to life, and crafted a new design system for desktop and mobile landing pages with elevated UI and flow. I also created a suite of social media assets and used AI-generated lifestyle imagery to help us build a premium visual world while staying within budget. The imagery emphasized the brand’s U.S.-grown, organically farmed mushrooms—without relying on earthy or crunchy cues.

Backed by a larger team of incredible talent, our work repositioned Genius from a product you buy to a brand you believe in—elevated, focused, and ready for long-term growth.

‍