UI/UX
Notion
Kannaco
Turned a terminated account into a brand people trust
Role
Visual Content Designer
Industry
CBD Wellness, Cosmetic
Deliverables
Social · Motion · Branding · Print
Tools
Figma · After Effects · Freepik · Adobe Express, Capcut, Illustrator
Before a single post could work, we were fighting four battles at once, public misconceptions, platform restrictions, a misaligned brand identity, and zero updated product imagery. Everything had to be built from scratch.
Getting the brand right took time. We went through three different visual directions before landing on something that actually felt like Kannaco, each era closer than the last.
Era 1
Finding Our Footing
We leaned hard into the brand's blue and green — bold, saturated, loud. It was on-brand by the book but not quite right for the direction we were heading. The colors were doing too much of the talking.
Era 2
Getting Closer
We stripped back the color and let text carry the content — white or black copy over dark overlays, highlighted callouts, minimal imagery. The message was clearer but the feed felt heavy. Too much text, not enough product.
Era 3
The Final Identity
Black, white, and beige with orange used sparingly as an accent. Clean, considered, and built around real product imagery. The kind of brand that feels premium without feeling untouchable. Not a drugstore cooling gel. Not a luxury you can't afford. Something in between and that was exactly the point.
One product. Two strategies. B2B spoke to healthcare professionals seeking credibility. DTC spoke to everyday consumers seeking comfort.
Audience
B2B
Chiropractors, physical therapists, acupuncturists, healthcare retailers and certified practitioners
DTC
Active adults, gym-goers, desk workers, people seeking daily comfort and natural solutions for discomfort
Selling point
B2B
Professional-grade products. Retail profit and side income opportunity. Fully compliant.
DTC
Certified care from home. Professional-grade comfort between visits.
Copywriting tone
B2B
Clinical and credibility-led. Product quality, certifications and profit eligibility.
DTC
Warm and comfort-led. Ingredient focused. Quality of life driven.
Imagery direction
B2B
Practitioners in clinical settings. Gloved hands.
Professional use.
DTC
Everyday people in natural moments - recovery, lifestyle, natural comfort.
Examples
B2B
DTC
PROBLEM
The Photography Problem
The products had new packaging when I joined, but no photos to go with it. Budget was limited, a photoshoot wasn't happening, and content without real product imagery felt disconnected from what we were selling. So I took the initiative so solve the problem without increasing the budget
SOLUTION
Solved a resource gap, producing 100+ on-brand product assets despite minimal photography budget and tight timeline directly contributing to higher performing ads and stronger content metrics.
PROBLEM
The Wrong Use of AI
UGC was dominating social media and we wanted to give it a shot. But without real customers willing to be on camera, we turned to AI, using HeyGen to generate avatar-based testimonial videos. The problem was simple: you can always tell AI from real. And for a brand already fighting trust issues around CBD, content that felt manufactured felt like betraying the same trust we were hoping to build.
We wanted to address the audience's pain points through UGC-style content, but without real customers willing to be on camera, it felt manufactured.
SOLUTION
So we changed the approach entirely, instead of faking authenticity, we leaned into fictional storytelling. Hypothetical situations with a funny flair that addressed the same pain points while actually entertaining people.
These storytelling videos became our highest performing ads
Not every video followed the same path. Sometimes the idea came first and went through every step. Sometimes a generated image arrived before the story did and had to be reverse-engineered into one. Sometimes a single clip landed and the whole narrative had to be built around it. The process adapted to whatever the content needed.
Examples of the AI Storytelling videos
Sleepy Sally and the supporting reels for the campaign
This is where everything came together. The content system, the campaigns, the AI pipeline, the paid ads, all of it running as one connected operation.
Illustrations
Educational Content
Seasoned Savers Club (Special DTC Campaign)
Paid Ads
Meta doesn't make it easy to advertise CBD. We couldn't say certain words, couldn't make certain claims, and had to get creative with how we communicated the product's value without triggering a rejection. These four campaigns were the ones that got through and performed.
Goal: Drive Website Traffic - 76K accounts reached
Views: 131.4K
Reach: 75,973 accounts
Landing Page Views: 2,831
Cost per Landing Page View: $0.39
Goal: Boost Engagement - 7K+ interactions
Views: 40,694
Reach: 33,462 accounts
Post Engagements: 7,732
Cost per Engagement: $0.02
Goal: Grow the Audience - 2.5K+ new followers
Meta flagged: outperforming 80% of similar ads
Views: 29,159
Reach: 17,255 accounts
Follows or Likes: 2,769
Cost per Follow: $0.24
Maximize Video Views - 11.5k views with near 100% completion
Views: 16,185
Reach: 10,158 accounts
ThruPlays: 11,586
Cost per Landing Page View: $0.39
Marketing Materials
