Cary Wellness is a CBD wellness store in Richmond, Virginia. Their mission is to offer cannabinoid therapy through various CBD products and to help people improve their quality of life with natural methods.
Project Overview
The ask? Create a full advertising campaign that highlights strategy and creative executions. In the end, teams compete with one another to win the best overall pitch, which is chosen by the client after final presentations.
My Role
Qualitative and quantitative research
Survey creation and analyzation
Follow up IDI’s
Creative brief
Social media strategy
Meet the Team
Natalie Baxter (myself, Strategy)
Sam Douma (Creative)
Henry Moore (Creative)
Brooke Mahon (Strategy)
The Brief
Objective
Convert people who are on the fence about trying CBD.
Barrier
CBD is still seen as a part of the war on drugs.
What does this mean?
There is a stigma attached to CBD due to its close relation with THC or marijuana. People are worried that it's going to get them in trouble with the law or at work. They don't fully understand the difference between CBD and THC.
Insight
S T R E S S
Due to the pandemic, people are dealing with more unexpected stress than ever before which negatively impacts mental health.
Target
Those whose stress levels have increased due to their job during Covid-19
Strategy
Cary Wellness is the community's resource for alleviating unexpected stress.
Plan of Attack
TRANSFORM: Revitalize the brand aesthetic and identity
EDUCATE: Deliverables will persuade more people to try CBD by increasing knowledge
ENGAGE: Engage people through a welcoming social media presence featuring more CBD products
EXPAND: Integrated marketing strategies to reach new markets
Brand Guidelines: Transform
Why did we make the changes we did?
We took the cannabis leaf out of the logo due to the negative stigma that revolves around the plant. To make a cleaner and more modern look we changed the font and added 2 accent colors to brighten Cary Wellness’s look.
Top logo: Before
Bottom Logo: After
Infographics: Educate
These infographics have the ability to educate people on the benefits of CBD and clear any misconceptions consumers may have. Infographics would be printed out at the shop and kept on their Instagram highlights to make information easily accessible.
Social Media: Engage
Website: Expand
Cary Wellness did not have an online website for customers to visit and learn more about their company. We proposed a mockup that would open up new opportunities with e-commerce, interactive videos, blogs, and educational information.
