VitaminLab, a customizable B2B supplement provider, needed to strengthen credibility with practitioners while building a more direct relationship with consumers to increase lifetime value. At West, I led the development of a new brand platform and positioning grounded in both clinical trust and everyday usability.

Through interviews with doctors, nutritionists, and consumers, we mapped the full customer journey—identifying key moments where the brand could create clarity, confidence, and connection without disrupting the practitioner relationship. The resulting strategy positioned VitaminLab as both a trusted clinical partner and an accessible consumer brand, with clear opportunities to engage across product, digital, and lifecycle touchpoints.

The work was implemented across product and marketing channels, creating a more cohesive and scalable system that aligned practitioner authority with consumer empowerment.

Impact: Strengthened B2B credibility while unlocking DTC growth, increasing customer engagement across key touchpoints and supporting long-term retention.

Team: West