The new owners bought Surface knowing the brand needed work. That was the plan. They saw the product, saw the upside, and brought me in to close the gap. Surface had a product that worked and 4,000 email subscribers it wasn't talking to yet. The content all looked the same. The brand spoke to "active people," but the person actually reaching for the bottle was a mom buying for the whole family. Most of the selling happened on Amazon, with room to own the customer relationship directly.

The brief was simple and impossible. Scale in 9 months. The redesign was the visible half. First I diagnosed the disconnect between who they thought their customer was and who was actually buying. Then I rebuilt everything around that person.