SKINNY

I led the rebrand of both the website and overall brand identity for Skinny.com in collaboration with the Skinny team, repositioning the company from a weight loss focused telehealth platform into a clinically grounded peptide wellness brand. The strategy centered on reframing GLP-1 and peptide therapies within a broader narrative of metabolic health, energy, longevity, and medically supervised optimization. I worked closely with leadership to refine the messaging architecture, clarify the value proposition, and ensure the brand communicated authority and trust rather than diet culture or short term transformation.

I developed a restrained, scalable color system anchored in clinical white to signal transparency and medical legitimacy. A muted sage green became the core brand accent, bridging science and renewal while avoiding overused supplement industry tones. Deep charcoal replaced pure black to create a more elevated and editorial feel across digital touchpoints, and subtle cool blue accents were introduced strategically for calls to action and trust indicators. The palette was designed to feel calm, premium, and extensible as the company expands deeper into peptide and wellness offerings.

On the typographic side, I implemented a modern sans serif system with strong legibility and structured hierarchy to reinforce clarity and credibility. Headings carry confident weight and controlled spacing to establish authority, while body copy remains clean and highly readable across all devices. I restructured the website layout with increased whitespace, simplified UI components, and cohesive visual patterns to create a frictionless experience. Every design decision across identity, typography, and interface was aligned to support a long term evolution of Skinny.com into a comprehensive peptide wellness platform.