As part of a pitch, I developed a 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.

As part of the proposal, I produced a video to demonstrate the refreshed visual language. It included dynamic typography paired with carefully selected footage of 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.