Project 01
Brand Content Identity, Motion Graphics, Marketing Design
Project Brief
Built trust around a highly misunderstood product, designing a content system from scratch for both B2B and DTC audiences, while navigating Meta's strict advertising restrictions for CBD.
Role
Visual Content Designer
Industry
CBD Wellness, Cosmetic
Deliverables
Social · Motion · Branding · Print
Tools
Figma · After Effects · Freepik · Adobe Express, Capcut, Illustrator
PROCESS
PROBLEM 1
Identity Misaligned
Content included only product photos & memes. The visuals misaligned with premium wellness brand visio so the content existed but the brand didn't.
PROBLEM 2
One Message Fits All
Healthcare practitioners and everyday consumers needed completely different conversations. One voice couldn't serve them all.
PROBLEM 3
No Updated Imagery
Labels and products had changed but limited budget and resources meant no new photography. We couldn't show what we were selling.
CHALLENGE
CBD topicals were misunderstood, the account had been terminated, and Meta prohibits direct advertising for the sale of CBD. Before designing anything, we had to earn trust and find compliant ways to still drive awareness and sales.
SOLUTION 1
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.
SOLUTION 2
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
SOLUTION 3
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
The Manual Fix
We had old product photos, so I used Pacdora to generate 3D renders of the new packaging and swapped them in Photoshop.
The AI Experiment
We only had DTC photos and needed B2B imagery too. Using Adobe Firefly, I generated placeholder product scenes and swapped in the real product in Photoshop.
The Final Pipeline
AI grew more powerful and I grew with it. Freepik Spaces replaced everything — images, videos, one platform, one consistent pipeline.
ROADBLOCK
The Wrong
Using AI to manufacture trust
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.
The Right
Using AI as a Storytelling Tool
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.
AI VIDEOS
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
OUTCOME
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.
EXPLANATORY ILLUSTRATIONS
EDUCATIONAL CONTENT
SEASONED SAVERS CLUB (SPECIAL DTC CAMPAIGN)
PAID ADS
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 SUPPORTING B2B
PROJECTS
