challenge

Plunge had established a $30 million annual sales presence but needed to transform from a niche product into a leading name in cold therapy and a staple in wellness. The goal was to position Plunge not just as an ice bath, but as a symbol of transformation, appealing to both new users and loyal enthusiasts.

approach

As Creative Director, I led a cross-functional team to create a cohesive brand experience across design, photography, UX/UI, videography, and content. We launched 16 products and the Plunge app, focusing on storytelling that emphasized the feeling after facing a challenge. Our visual and messaging strategy centered on transformation, using lifestyle and studio photography to highlight moments of calm and excitement. Experiential activations and a unified brand identity helped elevate Plunge to $100 million in sales, establishing it as a category leader.