Kannaco Digital Content Design
UI/UX Thinking, Visual Design, Content Creation, Digital Marketing, Illustration
Industry
Wellness
Company
Kannaco LLC
Role
Content Designer & Strategist (Full Time)
As the Digital Content Designer at Kannaco, I developed the brand’s full digital presence from scratch. My work focused on creating engaging social campaigns, educational content, and visuals that not only defined the brand’s identity but also helped differentiate CBD from recreational cannabis, building trust with health professionals and everyday consumers alike.
What's Kannaco?
QUALITY OF LIFE
Kannaco is a CBD wholesaler focused on professional-grade topical products that provide plant-based solutions for daily comfort, wellness, and relief.
Deliverables
Daily social media content (reels, carousels, stills, stories)
Animated ads & short-form videos
Custom medical illustrations & product mockups
Educational infographics & visual explainers
Social media campaigns & promotional assets
CHALLANGE
When I joined, the brand lacked a clear digital presence. Misconceptions around CBD made it difficult to build trust with health professionals and everyday consumers. My challenge was to design a digital identity and content experience from the ground up, one that was user-centered, educational, and approachable.
PROCESS
Research
01
Target Audience
I treated the audience discovery like user research, identifying pain points and segmenting into personas
B2B Personas
Bodywork professionals (chiropractors, acupuncturists, massage therapists) seeking trusted, plant-powered solutions for patients.
Healthcare retailers and practitioners open to partnerships and product integration.
B2C Personas
Active & Aging Adults (40–70) – looking for natural relief from discomfort (e.g., desk strain, mobility issues).
Fitness Enthusiasts & Athletes (25–45) – needing effective, natural recovery solutions for training and sports.
Competitor Analysis
I reviewed several competitors in the CBD space to understand their positioning, strategies, and gaps in communication.
Most CBD brands leaned heavily on direct selling, influencer marketing, or UGC without explaining what CBD is or how it works.
Opportunity Identified: Position Kannaco as an educational, credible, wellness-first wholesaler, not just another CBD brand.
Key Misconceptions
CBD gets you high
Clarified that CBD is non-intoxicating and works locally in topical use without entering bloodstream.
CBD is illegal
Under the 2018 Farm Bill, hemp-derived CBD containing less than 0.3% THC is federally legal, though regulations can vary by state.
CBD gets you high
Under the 2018 Farm Bill, hemp-derived CBD containing less than 0.3% THC is federally legal, though regulations can vary by state.
References
02
I drew inspiration from wellness brands outside the CBD industry, brands that balanced product promotion with approachable, educational storytelling.
Ideation
03
Review, Relate and Respond
I started by categorizing the posts into types that could help us build trust and credibility for the product and educate people about CBD.
Ingredient Feature
Highlighting individual product ingredients (carousel or reel) with sourcing, benefits, and usage.
Customer Review
Establishing trust through peer validation.
FAQ Friday
Recurring format tackling misconceptions around CBD and related concepts with easy-to-digest explainers.
Education/Storytelling Post
Showing how CBD integrates into daily life (e.g., recovery for athletes, comfort for seniors).
Iteration
04
Analysis and Improvements
By analyzing post engagement, I refined hooks to be more relatable and focused on audience pain points, boosting watch-through rates.
Instead of generalizing the educational content I divided into two focus groups B2B and DTC for targeted product awareness using storytelling.
Ingredient Feature
Changed the ingredient feature to make it more visual oriented than just text so that viewers could easily review the information
Customer Review
Changed the design for customer review to a more minimalistic one to match the brand design
Storytelling/Awareness - DTC
These focused on a storytelling approach along with product awareness by showing the audience how product solved their problems
Storytelling/Awareness - B2B
These focused on product awareness for healthcare professionals on how the products could help their practice and their patients
AI flows
Leverage AI to make the content flow efficient and consistent from scripting to imagery
AI Flow for Product Imagery
A process for creating consistent product imagery without photography
ChatGPT
for prompting
Firefly
for image generation
Gemini
for variations
Pacdora
for product mockup
Photoshop
for editing
Custom AI Avatars
Using HeyGen, created custom healthcare professional avatars and DTC avatars for promoting products and storytelling.
Script System
Using Zappier and ChatGPT created a system for generating content ideas and scripts from the articles posted on the website
OUTCOME
Results
Our watch through time increased to an average of 22s for a 30s reel, so we were able to convey the information to our audience.
What changed?
Kannaco moved from an unclear digital presence to a structured, trustworthy, and user-centered brand identity.
By reframing content around education and wellness, the brand gained credibility with professionals while remaining approachable to everyday consumers.
The modular content system allowed ongoing consistency and adaptability without requiring large budgets.
Custom Illustrations
Educational Posts
Product Promotion
Seasoned Saver's Club Campaign
Ingredient Feature
CONTACT
Opportunities, collaborations, or coffee? I am all ears:
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