Sana Botanicals
Project;
Brand Identity and Development
Contribution:
Concept, Art Direction, Design, Photogrphy, Packaging and Labels, Vendor Management
Summary:
Rebuilt a shelved CBD wellness brand from the ground up, brand identity, packaging, and campaign assets, designed to hold its own on shelf at Walgreens, Walmart, fitness outlets, and specialty wellness stores, and delivered retail-ready for pitch.
"The campaign's reception helped cement the kind of trust that turns a new account into a long-term relationship."
Case Study:
Surgeons were relying on outdated imaging systems without fully understanding what they were missing. The goal was to make that gap impossible to ignore, in a category where every competitor's ad looked the same.
My concept: a B2B magazine insert where the headline ran in actual Braille, making the most important line on the page the one sighted readers couldn't immediately read. Paired with the line "detect glaucoma before it's too late," the moment of not being able to read it was the message. It was risky enough that it met internal resistance before it ever reached the client. With backing from my VP CD, I pushed the concept through and presented it directly, extending it across direct mail and additional materials beyond the magazine insert. It was met with applause.
The campaign ran in leading medical publications and hit a nerve. Some surgeons and hospital administrators found it clever and sharp, others took the provocation personally, but it generated real conversation, including direct calls to product managers and the sales force from readers who couldn't stop thinking about it. Zeiss had only been a client for about a year at that point, and the campaign's reception helped cement the kind of trust that turns a new account into a long-term relationship.
The campaign positioned the FDT 710 Perimeter as a trusted solution for glaucoma screening, reinforcing ZEISS's commitment to innovation and reliability.
