The Fun Side of Cellular Science

For Tru Niagen, I led the art direction and design strategy, aligning the brand’s visual identity with its core pillars of clarity, efficacy, optimism, and humanity. My approach was to balance clinical precision with a touch of natural warmth, creating a visual language that resonated with both the scientific community and health-conscious consumers. I directed the creation of a visual system that integrated in-studio photography with natural lifestyle imagery, ensuring that the brand felt both credible and approachable. By using Tru Niagen’s iconic blue bottle as a central visual element, I was able to convey trust and efficacy, allowing the product to stand out as the hero in the brand's narrative. One of the key challenges was to communicate complex scientific information in a way that was accessible and engaging for the audience. I addressed this by infusing educational content throughout the customer journey, using a mix of structured layouts reminiscent of scientific textbooks and more fluid, nature-inspired imagery. This visual balance underscored the brand's commitment to transparency and scientific rigor while maintaining a relatable and human touch. Overall, my work with Tru Niagen involved not just designing visuals but crafting an experience that seamlessly blended science and art, helping to position the brand as a leader in the wellness industry focused on cellular health and longevity.