Mike Miller, an NBA basketball player, created L.I.F.E. energy drinks in 2012 after a shortened championship NBA season with the Miami HEAT. After every game, Miller was looking for a boost, so he tried various energy drinks, but nothing worked for him as he had hoped. He needed something more. Thus, the creation of Let It Fly Energy (L.I.F.E.) drinks and shots began. Our agency, hired for a brand refresh, crafted a brand manual detailing L.I.F.E.'s philosophy and operational processes for staff and stakeholders, alongside a refreshed design language spanning product lines, brand assets, and marketing collateral.