I was the in-house designer of an online fitness company of less than ten people, dedicated to providing online resources and coaching for fitness trainers. HFPN was a sister company of my current employer, the National Academy of Sports Medicine.

I assumed the role of art director for all major projects in all major design channels, fostered all branding guidelines, and created the communicative brand, entailing all integrated marketing efforts.

As the sole designer in the company, I utilized external designers and vendors to fulfill part of the company's communication workload.

Budgets were very tight across the board, so the objective was to build a brand from iconography and other "from-scratch" branding vocabulary that would capture the attention of the user, improve conversions to membership and maintain strong consumer engagement for the long-term.

Sharecare has now acquired HFPN for its professional membership arm.

The following video is HFPN's B2B presentation video for a national conference sponsored by New Evolution Ventures. Primary objective was to introduce the company and its concept to the full spectrum of the fitness industry, as well as a showcase of our outgoing brand strategy.

Under a very tight deadline and with very specific messaging needs, I was in control of the art direction and visual/presentation concept; assisted in editorial content; conducted all motion design, graphic design and photography; and did my best to do a presentable voiceover.