710 LABS PRODUCT LAUNCH
SITUATION
710 Labs wanted to launch VitaminX into one of the most oversaturated consumer categories: vitamins and supplements. The space was dominated by household names (Whole Foods 365, Nature’s Way, Solgar, Thorne), leaving little room for differentiation. The challenge wasn’t only standing out — it was also navigating regulatory friction, since customers would need medical licenses to purchase. The brand needed a deck powerful enough to reposition a commodity as a cultural object and give executives and investors confidence in the strategy.
TASK
I was responsible for creating a presentation that would serve as both brand launch blueprint and executive sales tool. It had to:
710 Labs wanted to launch VitaminX into one of the most oversaturated consumer categories: vitamins and supplements. The space was dominated by household names (Whole Foods 365, Nature’s Way, Solgar, Thorne), leaving little room for differentiation. The challenge wasn’t only standing out — it was also navigating regulatory friction, since customers would need medical licenses to purchase. The brand needed a deck powerful enough to reposition a commodity as a cultural object and give executives and investors confidence in the strategy.
TASK
I was responsible for creating a presentation that would serve as both brand launch blueprint and executive sales tool. It had to:
- Reframe VitaminX as exclusive, desirable, and culturally relevant.
- Educate stakeholders on how to move from pills-as-product to outcomes-as-brand.
- Provide a scalable content and activation framework that could be executed across regions and formats.
- Showcase a distinctive creative vision that would separate VitaminX from commodity competitors.
ACTION
RESULT
- Built the core narrative platform: “This Is Not A Pill” — inspired by Magritte’s surrealism and Korzybski’s semantics (“the word is not the thing”). This framed VitaminX not as ingestion, but as a symbol of strength, calm, vitality.
- Directed the visual and verbal execution: developed a deck with striking illustrations, cerebral copy, and subversive headlines to elevate the brand from functional to aspirational.
- Designed engagement strategy: introduced gamified memes (“When is a Vitamin not a Vitamin?”), swag drops, private invite-only pop-up events, and an exclusive “VitaminX Private Club” — turning customers into insiders.
- Created a scalable content framework: inbound marketing (SEO, blogs, podcasts, guides), social listening for insights, influencer tie-ins, and event-based activations. Built the presentation as a living playbook for brand growth.
RESULT
- Delivered a visually distinctive and strategically disruptive deck that positioned VitaminX as more than a supplement — a cultural object with exclusivity and insider cachet.
- Equipped executives with a persuasive presentation to align investors, partners, and internal teams around a single, scalable strategy.
- Demonstrated how presentation design can innovate, blending art references, meme culture, and experiential tactics into an executive-facing document.
- Proved the power of decks as strategic launchpads, not just communication tools — clarifying brand narrative, defining engagement systems, and setting the stage for growth.
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