Axe & Sledge x GNC

In April of 2024, Axe & Sledge was presented with an exciting opportunity to put their products on new shelves, those of the 2,500+ GNC storefronts nationwide. While being tasked with a new product lineup, fresh in-store graphics, and promotional content, our Axe & Sledge marketing team headed to GNC HQ in Pittsburgh, PA to establish our campaign alongside GNC’s in-house marketing team. Together, we were able to establish a modified brand identity for Axe & Sledge, in order to curate content for the average supplement enjoyer, as opposed to the more “intense” image the brand portrays on its own.

Three young men standing on a sidewalk, having a conversation outdoors on a sunny day in an urban area with a red brick building in the background.
A young woman with light brown hair and a young man with dark hair, glasses, and a cap, sitting at a table in what appears to be a classroom or study area, both looking towards the left with serious expressions. There is a laptop covered with stickers and a blue water bottle on the table.
Five men sitting around a conference table in a modern office, engaging in a discussion. They have laptops, water bottles, and beverages in front of them. The office has glass walls and a white wall with office notices.

Pictures from our visit to GNC HQ in April 2024. We wanted to make an impact when the new products hit shelves in July, and this involved a lot of back and forth between the two marketing teams. With the edgy and rugged nature of Axe & Sledge matched with the clean and polished image of GNC, this required a bit of compromise from both sides. With the goal in mind to find some middle ground, we got to work and shared ideas that would leave both parties satisfied.

Visual Branding

With this upcoming collaboration, I needed to consider how we wanted to portray Axe & Sledge to GNC (for content like internal presentations and product pitches) and consumers (In-store signage, promotional materials, etc.) differently. For internal content, I wanted to make it seem as if Axe & Sledge has always been a part of GNC. Using GNC Red, including minimalistic text framing and a comfortable typeface like Helvetica, I was able to build presentations and informational material that is familiar to look at for GNC decision makers.

Product packaging for GNC x Axe & Sledge PUMPIES Nitric Oxide Support Supplement, black container with capsules floating around, red and black branding, labeled with ingredients and benefits, with text highlighting key features and ingredients.

The internal materials were praised for their neat organization, consistency, and familiarity, however, creating in-store signage and promotional content needed to be approached much differently. This content needed to be much more disruptive and show more of Axe & Sledge’s true colors. One of the Co-owners and IFBB Pro, Seth Feroce, wanted to include a huge, bold, line of text that read “HWMF” (Hard Working M***** F*****). Obviously, you can imagine some of the pushback that was received from GNC after this was pitched, but in order to capture the true essence of Axe & Sledge and get the in-store reaction we wanted, GNC and Axe had to find some middle ground. We pitched a much bolder primary font as compared to the internal/B2B content (Monument Extended Ultrabold), and I was able to develop a “deli paper” style pattern that incorporated new icons mixed with some previously used ones, specifically ones that portray the core values of Axe & Sledge. Below are the final, approved versions that appeared in all GNC stores across the United States, made in collaboration with Bobby Dautrich.

Front Focal

Advertisement for Axe & Sledge supplements with the headline "Axe is back!" and images of three supplement jars labeled "Woke," "Hype," and "Juice" in vibrant packaging. The promotion states "Only at GNC".

Endcap

Brand name AXE & SLEDGE SUPPLEMENTS with crossed tools logo at the top. The text states, 'Our brand was built on H.W.M.E and so was this PRE-WORKOUT' with 'PRE-WORKOUT' highlighted in red.

5” x 7” Shelf Inserts

Promotional poster for AXE & Sledge supplements featuring high-stim pre-workout called HWME, emphasizing working overtime at work or training, with bold text and fitness-themed background illustrations.
Promotional poster for a pre-workout supplement with bold white and red text stating "PUMPED AND ENERGIZED AND LASER FOCUSED IN TACK" on a black background with various fitness-related graphics and text, including a picture of a watermelon slice and the brand name "melon pop" with a flavor description "EXCLUSIVE FLAVOR."
Digital poster advertising whey protein with text emphasizing its delicious, rich, thick, and creamy qualities, and the slogan 'It's whey better.' The poster features the brand AXE & SLEDGE SUPPLEMENTS and indicates availability at GNC.

Launch Day

Young man standing outside GNC store, dressed casually in white t-shirt, gray pants, white sneakers, and a beige cap, smiling at the camera.
Store shelf with containers of hydration powder, displayed with a promotional sign, and a supplement box featuring a black background and white and red text.
Display stand in a store featuring AXE & SLEDGE supplements, with a large sign that reads 'Buy 2, Get 1 Free' and mentions 'Our brand was built on HWMF and so was this pre-workout.' The shelf holds various supplement containers priced at $49.99, labeled 'Only at GNC.'
Five smartphones showing social media posts of nutritional supplements, including powder containers and protein jars, with promotional messages and a display of supplement products.

GNC Global Conference 2024 Presentation Design

Axe & Sledge’s first public appearance as a partner with GNC was at the Global Conference at the Wynn Las Vegas. I was tasked with designing the first outward facing presentation deck to be shown to corporate, franchise, and international associates of GNC. Along with this presentation, I created all 3D renders that were included in it.

Red background with white text and logos for GNC and Axe & Sledge, announcing the Global Conference 2024.
Two containers of Farm Fed whey protein isolate in vanilla and chocolate flavors, placed on green grass with a farm landscape in the background.
Six jars of different flavor protein powders with Farm Fed branding on a textured gray surface against a gray wall. Flavors include Chocolate Milkshake, Vanilla Milkshake, Marshmallow Milk, Never Ending Chocolate, Peanut Butter & Honey, and Cookies & Cream.
Two jars of Whey More protein powder, one labeled Honey Graham flavor with a teddy bear logo, and the other labeled Brownie Batter Delight flavor with a chocolate brownie image, placed on a wooden surface.
Image showing four AXE & SLEDGE non-stim pre-workout containers labeled Hydrolic 2 in various flavors: Blackberry Lemonade, Juicy Nectar, Melon Pop, and Fruit Kaboom, arranged on a black shelf.
Image of GNC and Axe & Sledge energy pre-workout supplement containers labeled 'INTAKE,' with flavor options Melon Pop, Fruit Kaboom, and Island Breeze, placed on a colorful background.
GNC and Axe & Sledge branding for HWMF, a high-stim pre-workout supplement in black container with pink and yellow accents, next to similar supplement containers with colorful designs on a textured gray background.
Product label for Axe & Sledge The Grind supplement, showing flavored containers and nutritional information including EAA, BCAA, and hydration formula.
Three jars of GNC Axe & Sledge Demo Day carbohydrate powder supplement with colorful labels and illustrations, placed on a plain surface against a gray background.
Product container labeled 'Blueberry Muffin' meal replacement powder with 25 servings, 46 grams of carbs, 6 grams of total fat, and 25 servings in a purple, black, and white container on a wooden surface outdoors.
A black container of pumpies nitric oxide supplement with capsules floating around it against a red background, with text indicating it is for extreme pump and blood flow, containing 100 capsules.
Image of a white container labeled 'MULTI+ VITAMINS, MINERALS, AND ANTIOXIDANTS' by Axe & Sledge, surrounded by brown capsules on a green background.
Product label and description for Manpower, a natural testosterone booster supplement, featuring a black bottle with capsules floating around it, branding, and listed ingredients.
Various Axe & Sledge nut butter containers with colorful labels displayed around a red background. There is a central red section with bold white text reading "Q & A" and

Shown here are some of my favorite 3D renders from this project, showcasing Axe & Sledge’s new products and new partnership with GNC.

Three Ax&Sledge flavored protein powders on shelf, two Farm Fed protein powders on grass with hills, and a blueberry muffin flavor protein powder on table with trees in background.
Two rows of assorted supplement and protein powder containers, with the top row featuring various flavors of 'Farm Fed' protein products and the bottom row displaying 'INTAKE' pre-workout containers along with a container of gummy bears spilling onto a yellow surface.
A collage of three images featuring energy supplements and drinks. The top left shows three containers of Axe & Sledge supplements with bold graphics. The top right displays a can of JustWink grape soda surrounded by purple grapes. The bottom image features a bottle of Pump Pies, an energy supplement, with floating capsules around it in a dark background.
Six colorful pre-workout supplement containers on a shelf and floor, each with different flavors and labels, featuring vibrant designs and text.

Pictured here are Axe & Sledge Co-Owners Seth Feroce and Bobby Dautrich, alongside Vice President of Operations Shane Healey and Product Development Specialist Heather Jacques as they led the discussion at the global conference in Las Vegas. This presentation led to lots of product discussion with GNC employees and franchise owners, which was the ultimate goal of Axe & Sledge’s appearance at this event.

Four people standing in front of a large sign saying "GNC Live Well" at an indoor event.
Group of four people standing on a stage in a conference room with a large projection screen behind them. One person is speaking, while the others listen. The room has orange walls, patterned carpet, and curtains.

GNC Global Conference 2024 Booth Design

Prior to the presentation, Axe & Sledge set up a 10’ x 20’ booth alongside GNC’s other top brands to offer a closer look at new products, initialize sales to franchises, and create relationships between brand owners and GNC employees. I was tasked with laying out the booth and creating all signage, vinyl, and shelf inserts that would be included. This would be Axe & Sledge’s first impression at the GNC Global Conference. With this in mind, I wanted to continue the approach mentioned earlier, to make it seem as if Axe & Sledge had always been a part of GNC. What better way to do that than build a mini store in our booth? Complete with stocked shelves, a variation of our endcap design, and the use of the “deli paper” pattern to give it our own twist, the booth was a hit. I wanted to bring the most attention to the new GNC exclusive products and flavors, giving Whey More (GNC exclusive product) and Melon Pop (GNC exclusive flavor) their own full shelves, while all other products were much more limited. I also wanted to include the endcap near the table where people would be learning about new products, as a way to visually organize all of Axe & Sledge’s new products.

Display booth with shelves of fitness supplements and proteins, featuring the Axe & Sledge brand logo, a black backdrop with camo patterns, and a small table.
Display area showcasing various protein powders and supplements at a fitness expo or store, with a cold beverage dispenser on the left and informational signs on the top.

I am very thankful to have had this opportunity to work on this project with such great companies and people, as I learned so much along the way. I’m happy I was able to deliver content that was received so well internally and externally, while maintaining some level of consistency. Although very challenging, that is what makes these large projects so worthwhile.

Pump Fest

After Axe & Sledge’s launch in GNC stores in July of 2024, both companies recognized the opportunity this partnership really offered. Axe & Sledge was selling more products because of GNC, and GNC had more foot traffic because of Axe & Sledge. Having HQ for both companies located in Pittsburgh, PA, our marketing team at Axe & Sledge pitched the idea of a festival type of event with giveaways, raffles, contests, meet and greets etc. to get the local community involved and even more excited about the new partnership. GNC loved the idea, and planned for an event July 27th at the GNC in Robinson Township, PA. I was tasked with creating promotional materials for social media, as well as signage for the event, coupon cards to be given away, event shirts, and more. The idea behind this content was to make it appear as an “Axe & Sledge takeover” of GNC, with heavy painted strokes and more of an appearance of vandalism. To really double down on this, we filmed a promotional video of me wheat pasting promotional posters around the city. Photos were taken of these printed flyers for more content as well, and it really encapsulated the vandal-esque vibe we were looking for.

Promotional Content

Person painting a poster for the Pump Fest event on a brick wall with a paint roller.
A poster on a brick wall advertising a Pump Fest event with prizes, raffles, giveaways, and contests. The poster features a muscular man with a beard wearing a tank top, flexing his muscles.
A person painting a poster on a brick wall with a paint roller.
Red and white flyer on a wooden pole advertising a muscle-building event called 'Pump Fest' on July 27th from 10 AM to 4 PM with prizes, raffles, giveaways, contests, and meet and greet with Seth Feroc.
A person is putting up a red and black flyer on a brick wall. The flyer promotes a 'Pump Fest' event featuring prizes, raffles, giveaways, and a contest, with the name Seth Fierce.
Screenshots of social media posts promoting PUMP FEST event on July 27th, featuring prizes, raffles, contests, and meet and greet with fitness personalities, held at 285 Settlers Ridge Center Drive, Robinson Township, PA.

Event Signage

People standing in line outside a store with a sign for Pump Fest event, in front of European Wax Center and GNC store, on a sunny day.
A person with a tattooed arm wearing a black T-shirt with the text 'AXE IS BACK' in large letters on the back, standing in a parking lot with cars and a building in the background.
Store display featuring a promotional poster for Pump Fest on July 27 from 10 AM to 4 PM, with an image of a muscular man lifting a barbell, and various protein supplement jars on the shelves below.
A young child with light hair is facing a spinning wheel game at an outdoor event, with two women and other children in the background.
Two women with tattoos and athletic build are talking in front of a large red and black promotional backdrop at an outdoor event, with a parking lot and shopping stores in the background.
People gather in a parking lot for an outdoor event with food trucks and tents, surrounded by parked cars and trees.

The event was a huge success, bringing in many of Axe & Sledge’s top athletes for meet and greets, setting up sampling stations, and running exclusive Axe & Sledge discounts in-store were all a part of this great community experience. This event has opened up many new opportunities for similar ones in the future, as well as giving GNC confidence in our vision for this partnership. I am very thankful to have had this opportunity to promote and create signage for such a cool event, and look forward to making the next even better.