KATALYST

Katalyst is the first FDA-cleared electrostimulation (EMS) suit in the United States, revolutionizing fitness and wellness technology. As Senior Art Director, I was tasked with conceptualizing a reimagined brand identity that would position Katalyst as a leader in the U.S. market.

A person with short hair posing with arms outstretched and his head tilted downward, against a gradient background with dark blue at the top and warm orange at the bottom. The word 'KATALYST' is overlaid in white uppercase letters.

The goal was to position Katalyst as a significant contender in the U.S. fitness industry by breaking down barriers to understanding EMS technology and creating a brand identity that blended sophistication with innovation. This included educating customers on the benefits of EMS workouts while standing out from competitors. The campaign's success was marked by winning the 2023 Time Best Invention Award, with visuals approved by Time for paid ads, and securing an international partnership with Switzerland at the PGA Show through innovative booth design.

Back of a man wearing a black athletic shirt with the words "KATALYST ATHLETY'S" printed vertically, overlooking a horizon. Text overlay states "20 Minute Workouts. EMS Strength Training."
Katalyst fitness app screen displaying 20-minute EMS strength training workout.
An exhibition booth displaying golf-related products and advertisements, with images of women playing golf on illuminated screens and banners promoting golf equipment and fitness services.
Three women in athletic gear, one stretching, one cooling down, and one with a towel around her neck, with the text "Your Time is Now" and "TIME BEST INVENTIONS 2023" labels.
A collage of images showcasing athletic gear, fitness activities, and promotional text with offers, including earbuds, a smartwatch, apparel, and a cleaning spray for the gear.
A man in black athletic gear wearing blue running shoes, performing a high knee exercise in front of a plain background, with an overlay text promoting Katalyst fitness app integration with Apple Watch.

Output

✣ Launched a "Member Stories" campaign, sharing real customer experiences to build emotional connections and showcase the suit's transformative impact.

✣ Directed large-scale shoots, crafting editorial-quality visuals for campaigns, ads, and the website.

✣ Created pitch decks for high-profile clients, including Equinox, NASA, and the U.S. Air Force.

Process

✣ Worked closely with cross-functional teams to refine creative briefs, ensuring alignment with strategic goals.

✣ Managed all creative touch points, from typography and layouts to call sheets and pre/post-production for photo and video content.

✣ Partnered with internal teams and leadership to ensure cohesive messaging and scalability across platforms.

✣ Tailored strategies for rapid growth, emphasizing attention to detail and agility to meet the brand’s evolving needs.

Close-up of a black backpack with a pair of gray earbuds hanging from it. The earbuds have a letter 'K' on them. Text overlays say 'Leave.', 'Nothing.', 'Behind.', and at the bottom, 'Save up to 40% by using Truemad'.
Comparison of two athletes, labeled Gen 3 and Gen 4, highlighting differences in necklines, armholes, muscle contact, water absorption, and vest sizes.
Exhibit at Space Center Houston showcasing the NASA Katalyst suit and replica of the Starship spacecraft, with a large moon image and informational displays.
Black and white triptych photo of three models with backpacks, in various poses, against a plain background.

Member Stories