MenTools came with a clear challenge, and no rulebook. Brought in as the sole in-house designer across three brands simultaneously, the role demanded complete creative ownership from day one. No handoffs, no second opinions, no existing design system to fall back on.
Everything visual, from the foundational brand identity through to daily social content, product launches, app assets, video production and printed materials, was conceived, built and delivered by one person. The role became as much about building a scalable creative infrastructure as it was about producing individual assets.
Brand Guidelines & Visual Identity
Before a single asset could be created, MenTools needed a visual language to build on. As the sole designer, defining that language was the first and most foundational task, establishing the rules that every subsequent piece of work would follow.
The brand guidelines were built from the ground up, covering every touchpoint a growing brand would encounter, colour system, typography hierarchy, logo usage and spacing rules, iconography, and tone of voice. The goal was to create a document thorough enough that any designer, developer or external partner could pick it up and produce work that felt unmistakably MenTools.
A brand guidelines document is rarely seen by an end user, but it's felt in everything they do see. Getting this right first meant that every asset produced after it had a consistent, confident foundation to stand on.
Every asset that followed was built on this.
Amazon Product Launch (ONE-A-DAY Multivitamins)
Launching a product on Amazon is a design challenge that operates on multiple levels at once. The imagery has to stop a scroll, the A+ content has to convert a click, and every asset in between has to maintain the same brand voice across completely different formats and contexts.
The MenTools multivitamin launch was handled entirely in-house, meaning every visual element from product photography and lifestyle imagery through to A+ content modules, static ad creative and launch video was conceived and produced by one person, without an external agency or production team.
The A+ content required particular precision. Amazon's format is rigid by design, modular, structured, heavily templated, and the challenge was creating layouts that felt distinctly MenTools within those constraints. Every module had to earn its place, balancing visual impact with the kind of clear, benefit-led communication that drives conversion.
Alongside the listing itself, a suite of static and video assets were produced to support the launch across paid and organic channels, ensuring the product entered the market with a consistent and confident visual identity from day one.
One launch. Every asset.
Built and delivered without an agency required.
MenTools App
Designing for an app is a fundamentally different discipline to designing for print or social. Every asset has to function within a living, moving product, sitting comfortably within a UI while still carrying enough visual weight to reinforce the brand at every touchpoint a user encounters.
The MenTools app required a comprehensive suite of assets spanning UI visuals, in-app imagery, iconography and some motion content, all produced to a spec that had to work across multiple screen sizes, dark and light contexts, and varying levels of user engagement throughout the product experience.
The challenge wasn't just making things look good. It was making things feel cohesive, ensuring that a user moving through the app experienced a consistent visual world, whether they were onboarding for the first time, tracking their supplements, or engaging with the wellness content built into the platform.
