Case Study / Konsyl
Modernizing a National Wellness Brand
Strategic art direction for an established fiber supplement brand ready to reach a younger generation.
Konsyl already had bottles on shelves nationwide. The opportunity was not to replace the trust the brand had earned, but to lift the creative system so the brand felt clearer, brighter, and more relevant across digital, retail, and social touchpoints.
Overview
Established did not mean aligned.
Konsyl had decades of credibility in digestive health and national retail distribution, but the creative needed to feel more current for younger wellness consumers discovering products online.
Sophia was brought on as Art Director to create a modern campaign system that preserved existing brand recognition while making the brand feel more energetic, approachable, and social-first.
The work moved across visible design and invisible strategy: market research, audience insight, creative direction, campaign development, website creative, promotional graphics, email, print, and retail support.
The Challenge
The challenge was perception.
Konsyl was already on the shelf. The creative needed to help a younger customer recognize the brand as something made for the way they discover, evaluate, and buy wellness products now.
Research and Discovery
Before the design, there was the read.
Audience
Younger consumers were discovering wellness products through social-first content, benefit-led messaging, and visual systems that felt less clinical and more integrated into everyday routines.
Market
The category was moving toward bright color, lifestyle context, simple product education, and campaigns that could travel quickly from social media to product pages.
Opportunity
The brand did not need to abandon its credibility. It needed a sharper creative bridge between national retail trust and modern digital discovery.
Strategy
Strategic evolution, not reinvention.
The strategy centered on building a refreshed visual language around the existing product line. The system needed to be flexible enough for TikTok graphics, email modules, website promotions, print ads, postcards, and retail-facing assets.
The creative direction emphasized brighter campaign energy, clearer messaging, lifestyle-led product context, bold type, and a more cohesive cross-channel experience.
The goal was simple: make Konsyl feel younger without making it feel unfamiliar.
Art Direction
A visual system built to travel.
Look
Brighter color blocking, expressive typography, and campaign graphics gave the brand more energy while still supporting product clarity.
Story
The messaging moved toward approachable benefits, easier product education, and a lifestyle frame that felt more natural to younger consumers.
System
The direction was designed to scale, so each touchpoint felt connected instead of behaving like a separate marketing piece.
Cross-Channel Execution
One campaign. Many places.
The campaign moved across website creative, social media, TikTok promotion graphics, responsive email, print advertising, retail postcards, coupon-driven promotions, and supporting brand-system guidance.
Each deliverable had a different job, but the customer experience needed to feel like one brand. That consistency is what turned individual assets into a campaign.
The Invisible Work
People see the campaign. Sophia saw the system.
This project was not about designing individual ads. It was about building the invisible structure behind them: the research, the audience understanding, the campaign logic, the hierarchy, the design standards, and the channel-by-channel consistency.
For Konsyl, the work meant understanding how consumers discover products, how an established brand keeps trust, and how every touchpoint from a TikTok graphic to a website promotion should feel like part of the same story.
The deliverables were visible. The strategy behind them was the work that made them hold together.
What I Would Explore Today
The next lift would be deeper brand behavior.
If I were revisiting this project now, I would use the same respect for brand equity and push the system further into repeatable content strategy, clearer conversion paths, and stronger campaign measurement.
Content
Build a social-first education system around everyday gut health, product routines, and benefit-led campaign themes that could support TikTok, email, and product pages together.
Conversion
Sharpen landing-page hierarchy so each campaign has a clearer path from awareness to product education, offer, and retailer or direct-to-site action.
Measurement
Connect campaign creative to channel performance, so visual direction is not only polished but easier to evaluate, refine, and scale.
Results
Growth in website visitors from TikTok, tied to the refreshed campaign graphics and online promotion.
The campaign helped connect a national retail wellness brand with a younger digital audience while strengthening consistency across web, social, email, print, and retail promotion.
Deliverables
Built from strategy through execution.
Digital
- Website redesign creative
- Landing page campaign direction
- TikTok campaign graphics
- Social promotional assets
- Responsive email campaign
- Full-page advertising
- Retail promotional postcards
- Coupon campaign materials
- Point-of-sale support
- Promotion system execution
System
- Market research
- Audience direction
- Campaign style guide
- Typography and color application
- Photography and graphic direction
Brands do not always need reinvention.
Sometimes they need the right evolution.
