Intermittent Hypoxic Training is fancy terms for ~ training at altitude, without leaving sea level.

Working closely with the founders, I helped build the brand and content strategy from the ground up. Together we shaped the visual direction, the written voice, the tone of the videos, and the way the brand showed up across social platforms and digital spaces.

BRAND IDENTITY

A large part of the work focused on establishing the core brand foundation: design templates, visual standards, and a consistent creative language that could carry across platforms. What should someone feel the first time they encounter IHT Factor online? Curiosity. Confidence. A sense that they’re stepping into something advanced, but still approachable.

INTERMITTENT HYPOXIC TRAINING BRAND GUIDELINES Download

Positioning, Tone & Strategy

Altitude Training isn’t widely understood. That meant the brand had to do more than promote a service, it had to introduce an entire concept.

Digitally, the strategy centered on building authority and trust while positioning IHT Factor as a leader in the altitude training movement.

Once that positioning was clear, tone followed naturally. The voice needed to feel knowledgeable but human, confident but welcoming. Every piece of content aimed to add value, explaining the science, answering questions, and removing the intimidation that can surround performance training.

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From there, the content strategy began to take shape. Clear pillars. A steady cadence. Platform-specific approaches that allowed the message to travel across social media in a way that felt natural rather than repetitive.

STORYTELLING

My background in journalism naturally found its place in this work.

One of the most rewarding parts of the role has been interviewing members and founders, capturing their experiences on camera and turning those conversations into stories. A big focus point in our content is on narrative, real people, real journeys, and the ways performance training shows up in their lives.

Digital Media

Where strategy, storytelling, and identity were translated into into content across website, onboarding, and social.

The process moved fluidly between tools, designing visuals in Canva, refining imagery in Lightroom and Photoshop, and shaping video content in Premiere Pro and CapCut.

To support that work, Ai Softwares such as Google Gemini and NotebookLM helped me break down complex ideas and structure onboarding, educational and creative content.

Analytics