Beyond performance.
Into wellness.
GNCTransforming the perception of GNC from a muscle-building retailer into a destination for health and well-being. A stronger, more inclusive identity brought “Live Well” to life through vibrant imagery and a reimagined in-store visual experience, making wellness as central to the brand as performance.
Brand identity + Retail Signage + Packaging
Role: Art Director
Agency: Arnell GroupGNC Live Well logo redesign
A more prominent GNC creates a stronger, unified identity, bringing “Live Well” into the brand signature without competing with the GNC name.
In-Store Signage
A unified visual system balances the bold energy of Pro Performance with a lighter, more natural expression of wellness. Simple, sophisticated and easy to navigate, the signage elevates the products and brings energy and personality to the retail experience.
Catalog Design
Extending the brand’s visual language beyond the store, the catalog creates an inspiring, accessible shopping experience.