Caffeine, Protein, Electrolytes. OH MY!
University of Richmond Bench Top Innovation x VCU Brandcenter
Co-account Lead + Project Manager
Rali was developed through a partnership with the University of Richmond’s Benchtop Innovation Program .
The Richmond team led product formulation, sourcing, and business development, while our team served as the creative agency, leading naming, positioning, visual identity, packaging, and launch execution.
From the start, Libby Browder and I worked closely with the university team to understand their goals and turn them into a clear direction for our creative team.
We owned the relationship with the U of R stakeholders and helped lead the brand process end to end, shaping the strategy, synthesizing feedback, and keeping everyone aligned along the way.
Together with the team, we developed the brand positioning, naming system, packaging, social content, website design, and merchandise with Libby and I acting as the connective tissue between strategy, creative execution, and client approval.
Surprise! We Won 🎉
Big Pivot
Under a tight timeline, Libby and I led the transition—managing the U of R team, aligning creatives, and rebuilding the brand foundation through a new name, identity, and positioning. We also established a revised timeline and workflow to keep the team aligned and on track over winter break.
Winning the pitch marked the beginning of a much more demanding phase. Shortly after, we learned that our original brand name, KORRA, was already copyrighted, requiring a full naming pivot.
The Result:
Built Around Steady Energy and Functional Clarity
Rali combines 20g of protein, electrolytes, and coffee-based caffeine to support sustained performance.
Calm Yet Confident.
The visual system reflects this philosophy through structured typography and fluid wave forms that communicate movement without chaos. A palette of navy, rich brown, and muted blue balances strength and clarity, while orange accents highlight functional benefits.
As the project progressed, Libby and I managed ongoing communication with the CEO and CMO on the University of Richmond side, built and maintained the project timeline, organized assets, and oversaw the delivery of every final output.
Bringing RALI to Life
We brought RALI to life beyond the screen—creating letterhead, newsletter templates, yard signs, banners, posters, and merch that showed up in the real world and celebrated the product. I supported the development of final assets, demonstrating my design capabilities and proficiency in Adobe Creative Suite to keep everything on track for launch.
Biggest Takeaway
This project pushed me to balance being a strategic lead and a doer, managing the client while also jumping in on the work when needed. Seeing the final product in stores was really rewarding—not just because it got done, but because it reflected the collaboration, iteration, and growth behind it.