Loosid

New Brand Extension Projects

New businesses built to grow revenue, widen customer acquisition and cross-sell into Loosid's dating app, community app and Sober Shop.

New business lines: 2
Of Sober Shop sales from partner brands: ~20%
Individuals, employers, schools and treatment centers: B2C + B2B

New business lines

~20%

Of Sober Shop sales from partner brands

B2C + B2B

Individuals, employers, schools and treatment centers

The Challenge

Loosid needed new revenue streams and more ways to bring people into the ecosystem. Each new business had to stand on its own while feeding customers into the dating app, the community app and the Sober Shop.

My Role

Senior Creative Director. I led brand creation and creative direction for both businesses, from identity and positioning through launch creative and cross-sell integration.

The Approach

Opportunity research

Audience, category and performance data mined for real insight.

Brand concept

A sharp platform idea and a system of repeatable territories.

Identity and launch creative

AI-native pipelines to produce at the speed of testing.

Cross-sell integration

Structured creative experiments against clear KPIs.

Measure and scale

Winners rolled out across channels, markets and formats.

The Work

Brand and launch creative for two new businesses. SAM AI is an AI-powered sobriety and wellness support app, with a community version for individuals and an enterprise version that complements EAPs for companies, schools and treatment centers. The Loosid Marketplace is a curated hub of partner brands across mental health, meditation, sleep, sober beverages and recovery tools.

The Result

Partner brands now drive roughly 20% of Sober Shop sales. SAM AI moved Loosid into B2B for the first time, opening new channels with employers, schools and treatment centers that lead people back into the Loosid ecosystem.

Next project

Community App Redesign

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