Life Extension has set a high standard for its supplements. Their formulas are the result of rigorous scientific research, both independent and in-house, to ensure efficacy—an exacting approach that’s cultivated a highly loyal customer base online and in stores via resellers. We spoke with Jennifer Streiner, Life Extension’s Director of Digital Marketing, on how their team leveraged experimentation when rolling out their rebrand. The Challenge Life Extension has always had a strong brand identity, built on a solid understanding of its customers. But internally, the company felt it was time for a refresh. While Life Extension’s core values and mission remained the same, the team felt that the branding had become slightly out of sync with their positioning. Launching a rebrand

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