How Shifted stood out in a loud category

Shifted 60-second case study

Most workout supplement brands shout for attention. They are loud and aggressive. Shifted did the opposite. By building for everyday athletes—not meatheads—they created a refined, confident brand that stands out through clarity, craft, and contrast. This 60-second promo shows the core strategy and visual system behind Shifted’s breakout moment.

Outline

00:00

Introduction to Shifted and supplement aisle

Chris from Parliament discusses the supplement aisle’s focus on macho workout supplements targeting hardcore lifters. He introduces Shifted, a brand aimed at everyday athletes who want to improve their strength and well-being without sacrificing their lifestyle. Parliament collaborated with Shifted to align their team, position the brand, design its identity, develop a messaging framework, and bring the brand to life.

00:28

Shifted brand attributes and market positioning

The brand is defined by four key attributes: handsome, refined, well-rounded, and empowering. These qualities influence every creative decision. Unlike other workout supplement brands that focus on being muscly, stronger, beefy, veiny, and aggressive, Shifted offers a distinct aesthetic characterized by clear information, clean packaging, and a refined Pegasus symbol that embodies confidence and tells the brand’s story.

00:56

Strategy of quiet confidence vs machismo

The strategy emphasized winning by being different rather than louder in a crowded market. The approach focused on quiet confidence to stand out among many competing products. This unique positioning, claimed by Shifted, proved highly successful. Chris expresses appreciation for the team at Parliament and Shifted, encouraging viewers to read the case study on their website.

01:20

Closing remarks and call to action

Chris encourages bravery and standing apart, emphasizing individuality and courage.

Transcript

Hey friends, it’s Chris at Parliament. The supplement aisle, especially as it relates to nutrition, is a heaping tablespoon of machismo garbage.

When it comes to workout supplements, everyone’s chasing the hardcore lifter. But Shifted shows everyday athletes, people like you and me. People who want to feel better, stronger, but still have a life outside the gym.

We worked with Shifted to align their team, position the brand, design the identity, develop a messaging framework, and then ultimately bring it to life.

The Shifted brand is centered on four attributes: handsome, refined, well-rounded, and empowering. These filters shaped every creative decision.

And by the way, if you have not shopped for workout supplements recently, I’ll tell you all the other brands are built on the same attributes. Muscely, stronger, beefy, veiny, and aggro.

In this space, Shifted has a very distinct aesthetic. It starts with clear information, clean packaging, and a refined Pegasus that carries the whole story. It’s full of confidence without the machismo.

The strategy here is clear. Win by being different than everything in the market, not louder than everything in the market. In an aisle full of products that are screaming at you, quiet confidence stands out. Shifted simply claimed the space that everybody else was ignoring.

And by the way, it turned out incredible. I mean, I love it.

Mega thanks to the team at Parliament and our friends at Shifted. If you’d like to learn more, read the case study on our website.

All right, that’s it for me. Be brave. Stand apart.