Funk It Wellness
Role
In-house Brand and Marketing Director
Year Completed
01/20214 - present
Overview
Funk It is a women's hormone health startup prioritizing a nutrition-based approach to hormone balance. Offering 100% real food-based supplements requires extensive customer education—not just about product usage, but about hormones and menstrual cycles, topics that unfortunately were never taught in health class. When I joined as Brand and Marketing Director, Funk It lacked brand consistency and needed a comprehensive rebrand. Despite achieving significant early growth with its humor and rebellious personality, inconsistencies and an unclear brand identity made the company appear less credible than its competitors.
I began by defining the brand strategy—first analyzing direct and indirect competitors, and identifying our target audience. From there, we established a clear mission, and defined the brand values. This foundational strategy informed all design decisions. The goal was to preserve Funk It's fun and 'funky' essence that the existing audience knew and loved, while creating a clear and consistent brand identity across all customer touchpoints.
A key challenge was differentiating between products. Each product requires specific education and targets different audiences across various marketing channels. To make this clear for marketing efforts moving forward, we developed distinct color variations for each product line. Consumer-friendly directions on packaging was another critical focus, ensuring customers could easily understand what the products were and how to use the specialized supplements.
Approach
I collaborated with another freelance designer to define the brand's new visual identity. From there we redesigned the website, packaging, email, and social content to align with the new brand guidelines. As this was an established brand with significant brand awareness, we leveraged existing customer feedback and data to inform our design updates. We polled loyal subscribers and conducted targeted surveys to understand their preferences and guide our design decisions.
Execution
email campaign
packaging design for single-serve kits
website banner
organic social media post & ad
The comprehensive rebrand has delivered significant business impact. Over the last year website conversion has increased by 20%. The streamlined packaging allowed for successful expansion into retail channels across Texas, including all Central Market stores. Brand consistency dramatically improved across email, social media, web presence, and packaging, strengthening Funk It's market position and professional appearance. Overall the rebrand was hit with both existing and new customers, and we continuously receive positive feedback from them.
Results
hero product packaging before
hero product packaging after
“This packaging is iconic.”
- verified customer
For this project, I collaborated with a freelance designer to execute the rebrand. We incorporated feedback from the founder and CEO, the operations team, and our investors to create the best final design.
Post - rebrand I have continued to manage and maintain ongoing marketing initiatives including email campaigns, social media content creation, (Instagram, Tik Tok, and Pinterest) website updates, and packaging revisions, ensuring consistent implementation of our new brand identity across all channels. I have also directed brand and content shoots, collaborating with a photographer, and other content creators, managing a tight startup marketing budget, to create the best possible solutions with maximum impact.
Collboration
Website conversion:
⬆20%
Sales attributed to email marketing:
⬆33%
Email list growth:
+2500
social media video content series - cycle school