Launching a new global wellness brand.
Leading brand development and go-to-market planning, I executed engaging brand communications and campaigns, digital marketing stack, and various creative assets to drive awareness.
Wellness Category Launch
TruSens Wellness is a global wellness brand that values what the consumer wants and needs to elevate their already healthy and informed lifestyle. As a result, a multimillion-dollar global business has been successfully launched.
Emergent trends
Health and Wellness represents a huge and growing category-- undergoing fundamental and rapid change–
Biometric Tracking
Growth in organic food production
Workplace Wellness market continues to grow
Exercise and gym memberships on the rise
Explosion of new studies and data… internet driving new levels of awareness and consumer behaviors
The Big Picture-- People have fundamentally shifted from reactive to proactive. How can I protect my health?
Consumers are seeking to take personal control of their health like never before
Consumer insights
In order to bring the utmost value to the customer, a deep understanding of their everyday life is a necessity and acts as a catalyst for progression.
Using an app-based research methodology in addition to quantitative research methods, I was able to gain category insights and identify latent needs and consumer behaviors.
Brand development
Understanding where we’d like to be as a brand through identifying your goals, what makes our brand different, our ideal customer, and our brand equity. This also includes establishing vision, mission, and values by asking why the brand exists, where the brand is headed, and what the brand stands for.
Lifestyle recognition
TruSens values what the customer wants and what the customer needs to elevate their already healthy and informed lifestyle. Although TruSens is a product-driven brand, the emphasis of imagery is to make a connection with the customer through lifestyle imagery with the aim to showcase the relief and assurance TruSens brings to everyday, in-home life.
Making it beautiful
The mindful approach of the brand is reflected in the craftsmanship, appeal of the TruSens product, and all consumer interactions.
Focussing on how we output beauty and simplicity into the lives of our customers is a testament to the Trsens brand and was key when managing the design and implementation of the TruSens D2C e-commerce platform, supporting the brand’s global launch.
Keeping it simple
Simple is smart. Simple is clear. Simple makes sense.
From the user experience on the product to the marketing communication on packaging and collateral the objective is to eliminate any and all clutter to reach the essence of what can be.
Go-to-market
Taking a 360-degree approach to generating awareness and sales of TruSens among consumers and distributors. We reached our target audiences on a 1:1 level by running paid media across contextually relevant placements.
Living the Brand
Our brand is the perception others have about our company. We can control that perception by being intentional about what and how your brand communicates. Whereas a visual identity, tone, style, etc., inform marketing, the elements of our brand platform – brand purpose, promise, values and more – inform and define the company’s soul, behaviors, and actions. In other words, they define our culture.
Below are some additional examples of how the brand continues to evolve and how the TruSens culture has permeated the brand.
Team work makes the dream work
We are a small team of awesome people with different backgrounds and diverse experiences. We are passionate and have the right mix of experience and dedication.
Staying curious
Curiosity is the fuel for human discovery. The only way to raise the bar is to continue to question what is around the next bend with eagerness and focus.
Partnership with DuPont, specialty filter development, smart technology integration, and introducing humidifiers have been part of evolving the brand and the product roadmap.
Analyze
You know it’s working because you can see it working.
The only acceptable approach to improving the health of our customers is through science. As we developed the brand we made a conscious decision to base all TruSens products on facts. Sharing meaningful information with customers empowers them to take charge of their health.