Building a Playful Wellness Brand

As Creative Content Manager at Aguulp, I led the development of the brand's creative identity and digital content strategy, helping establish a distinctive voice within the often overcrowded and jargon-heavy supplements market. By balancing evidence-led education with humour and cultural relevance, I shaped a disruptive brand personality that made complex health topics feel approachable and engaging. Across campaigns, my focus was on translating technical product benefits into memorable stories and experiences. From the tongue-in-cheek Shitamins April Fool's Day campaign, which challenged the exaggerated claims and dated aesthetics of the supplement industry through disruptive out-of-home creative, to the design and content for the Take a Stool podcast promoting Aguulp's Gut Health Test, I developed concepts and content to spark conversation as much as communicate information. The featured work below reflects a wider creative approach centred on clarity, personality, and audience engagement, demonstrating how thoughtful storytelling can build trust, differentiate a challenger brand, and encourage meaningful conversations around health and wellbeing.