Case study · In-House
Fount
Top-performer wellness. First public product. Thirty days.
Secured
Directed creative strategy and pitch deck design that directly supported Fount’s successful capital raise.
Production Costs
Pioneered generative AI workflows into early creative production, significantly reducing vendor and shoot overhead.
Sprint
Executed a complete rebrand, website redesign, and initial product launch within 30 days as first design hire.
01 Challenge
Fount needed to look like a premium wellness brand while launching its first consumer product on a tight timeline. Strategy, packaging, photography, and app UI were created in tandem to make sure everything was staying cohesive and felt like one voice.
02 Execution
As the first creative hire and Lead Designer, I built the visual language from the ground up, including Series A investor materials, FDA-compliant packaging for FlyKitt and additional supplement lines, oversaw website and app builds with developers and engineering teams, produced on-location lifestyle and product shoots, and built the production systems that kept a lean team shipping.
The new FlyKitt packaging design features a lighter color palette for better visual recognition on nighttime flights, and enhanced color capsule callouts that include function names for easier pill identification.
FlyKitt Bundle press photo, showing the redesigned packaging, product renders, and redesigned app UI.
Everything was overhauled so the physical packaging, digital site, and mobile app shared one distinct visual language.
Samples from the product photography shoot below use the more cohesive redesigned FlyKitt packaging.
Brand film, testimonial, and looping heroes for fount.bio and the FlyKitt site, art directed and produced to carry the same premium tone as the product.
Fount Overview Video
Fount Brand Video
Fount looping hero video
FlyKitt looping hero video
Lifestyle photography built for press and product, work that ran on Axios, in coverage, and on fount.bio.
When shoot costs climbed, I pitched an AI route. A Midjourney and Photoshop hero led FlyKitt for years and is still in use, with more images built for the app, site, marketing, and sales deck.
The face of FlyKitt, an AI image created with Midjourney, ChatGPT, and generative AI in Photoshop, used in place of an on-location photo shoot and saving the company upwards of $50K.
Identities and marks across the product line, including FlyKitt, Fount Chat, and membership tiers One, Pro, and Black.
One brand system, three membership tiers, from $399/mo to a fully bespoke Black tier.
Sites for Fount and FlyKitt with static heroes and looping video, tuned to the same system.
With engineering, FlyKitt’s performance data was simplified to read at a glance. Permanent dark mode for night flights. The app holds a 4.7 star rating in the App Store.
FlyKitt app icon.
03 Outcome
A redesigned Fount brand and the first public product offering, FlyKitt, launched in 30 days and was refined over the next year and a half. Investor decks I built supported a successful $12M Series A. The system scaled, covering everything from regulatory compliant packaging to polished promotional videos while keeping the visual approach completely aligned.
Fount announces $12M Series A
Business Wire, March 2023