Sports Water was a licensed bottled water brand operated by Infinity Lifestyle Brands. When I came on, the company had two licensing partnerships (the New York Yankees and Boston Red Sox) and ambitions to scale far beyond them.

But the brand wasn't ready. The logo was dated, the marketing leaned entirely on the licensed IP to sell, and the sales materials were a patchwork deck stitched together over years. That was enough for two baseball partnerships, but landing Disney, Viacom, and the MLBPA required a brand that could survive corporate licensor review, hold its own against Propel, LIFEWTR, and Smartwater on shelf, and give the sales team creative that actually closed deals.

As the licensing pipeline grew to include entertainment properties alongside sports franchises, the company needed a brand architecture and creative system that could separate sports and entertainment licensing under distinct identities while maintaining unified production and distribution.

Rebuilt Sports Water from the ground up. Modernized the Running Man icon: inverted the figure, added a dynamic swoosh element, introduced a two-color system (Sports Navy + Aqua Teal), and sheared the wordmark to convey motion. Defined the full type system (Bebas Neue for headlines, Archivo Black for subheads and body) and brand standards. Used the Archivo Black family across both Sports Water and WaterCo to maintain typographic consistency between the two brands.

Developed the naming strategy and brand identity for WaterCo, a parent brand created to house entertainment licensing partnerships (Disney Princess, Frozen, Lion King, Paw Patrol, SpongeBob, JoJo Siwa) separately from the sports-focused Sports Water line. Built WaterCo's complete visual system, packaging templates, and business strategy deck from scratch.

Built the full commercial toolkit across both brands: packaging architecture for every licensed property, retail-ready label artwork across 50+ SKUs in four bottle sizes (12oz, 16.9oz, 23.7oz, 1L), a modular sales presentation the team could customize per prospect, in-stadium signage, POP displays, trade show booth assets, experiential event creative, and a revamped social media presence across Instagram, Twitter, and Facebook.

Managed label production and QC across 1.5M+ units from bottling plants in California, Pennsylvania, Tennessee, Wisconsin, Ireland, and Mexico, ensuring brand consistency and compliance across every run. Oversaw a $650K creative production budget.

Worked directly with licensor teams on approval workflows, including an in-person session at Viacom's offices to align on Nickelodeon print layout.

The overhauled brand system, packaging, and sales materials became the toolkit that opened doors the old brand couldn't. After the rebrand, Infinity closed exclusive partnerships exceeding $10M, adding Disney (Princess, Frozen, Lion King), Viacom (Nickelodeon, Paw Patrol, SpongeBob), MLBPA, the Las Vegas Raiders, Jacksonville Jaguars, St. Louis Cardinals, Manchester City, Liverpool FC, and JoJo Siwa. Every pitch used creative I built.

The WaterCo / Sports Water brand architecture gave the sales team a credible story for both sports buyers and entertainment licensors without diluting either brand. 50+ SKUs shipped to retail with unified brand direction across both lines and every licensor's unique style guide. 1.5M+ labels cleared QC across global production with zero major recalls.

The methodology developed here, reconciling multiple licensor guidelines into one coherent brand system at production scale, became the operating playbook I carried into multi-state regulated packaging at Scandalous Chocolates.