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 at Plunge, I helped turn a bold wellness concept into a breakout brand. I led a team across design, photography, UX, content, and film—shaping a visual and verbal language that made cold water feel electric, human, and alive.

We launched 16 products and a mobile app, each rooted in the same core idea: transformation. Our campaigns focused less on the cold itself and more on the feeling that follows—clarity, calm, resilience. Through immersive brand moments, experiential activations, and a consistent design system, we helped grow Plunge into a $100M category-defining brand.