LeBron James, Arnold Schwarzenegger, Cindy Crawford, and Lindsay Vonn recently came together to launch Ladder, a health and wellness company providing direct-to-consumer protein powders and other supplements. The four founders joined the latest wave of celebrity entrepreneurs creating products they truly believe in, instead of just sponsoring other brands.Ladder enlisted bi-coastal branding agency Frank Collective to develop the strategy, identity, packaging for the brand, including:The ideology: Frank Collective developed the identity to convey that Ladder is not simply a celebrity endorsed brand, but carefully developed to answer the unique nutritional and performance needs of each athlete.The name: The Ladder name and messaging is built on the concept of support, reflecting Ladder’s fresh approach to wellness by being inclusive and community driven.The packaging: Frank Collective designed the packaging to reflect the accessibility of the brand, found in the easy-carry pouches of protein, and the straightforward language.Frank Collective also ensured that the visual identity represented Ladder’s perspective on what health and fitness should be: transparent, simple, and accessible. The brand positioning and identity is about the moments before and after peak performance — because there is “no magic pill” or beast mode button.CreditsAgency: Frank CollectiveBrand: Ladder