As part of a pitch for Maximuscle, I developed a conceptual brand repositioning that explored the powerful theme of reinvention — in fitness but also in terms of Maximuscle’s ongoing product reformulation. The concept focused on how reinvention is key to growth, a message that was emphasised through bold visual elements and a reimagined brand identity.

I curated a visual direction that included dynamic, modern typography and a high-energy color palette, paired with carefully selected stock footage representing historical moments of invention and reinvention. This created a narrative that connected Maximuscle’s evolution with broader themes of transformation and progress.

Though the brand repositioning was not rolled out, this project allowed me to explore how a refreshed brand identity could help position Maximuscle as a forward-thinking leader in the fitness industry, highlighting the importance of reinvention for both the brand and its customers.