MacuHealth Brand Development
The rebranding of the MacuHealth Family of products presented unique challenges. With a pre-established identity in the carotenoid supplements niche, the task was to refresh the brand in a more approachable manner for both B2C and B2B clients targeting younger markets. Revitalizing a brand demands careful consideration and time. My approach involved crafting a robust corporate identity with a touch of playfulness for sub-brands, ensuring consistency across multiple supplement lines.
The Original Identity
The Fresh Identity
As the brand evolved, there needed to be a consistent identity developed for the parent brand and the sub-brands. The Helvetica Now typeface is a modern take on Helvetica, which has been redesigned for digital and print use cases while being close to the original MacuHealth identity, which used Helvetica Neue. It was the ideal choice for the brand’s evolution and was friendly enough for the “all stages of life” moniker the brand has adopted.
The younger photography invokes playful attitudes and warm earth tones that aimed to establish the brand in a younger market. The color development for the brand had the sub-brands related to the main palette of blues, where TG Omega3, Vizion Edge, and Vitreous Health adopted color patterns similar to the main brand but different enough to separate each product in packaging and marketing materials.
Email Resubscription Notification
This image shows a sample of an email marketing campaign where consumers are offered to resubscribe to their 90-day subscription for 50% off for a summer campaign. They feature brand photography, icons, and landscape photography, the latter being captured by myself in West Michigan.
MacuHealth Regular Label & MacuHealth+ (Canada) Box
Macuhealth Product Informational Guide (Korea)
MacuHealth Product Guide Korea Cover
MacuHealth Product Guide Korea P.2
MacuHealth Product Guide Korea P.3
MacuHealth Product Guide Korea P.4
Macuhealth+ Vision Supplement Advertisement
Macuhealth+ & Vitreoushealth 3D render
TG Omega3 brochure front
TG Omega3 brochure back
Vizion Edge Optometery Binder
Vizion Edge Optometery Binder: About AMD Layout
Website banner promoting Macuhealth+
Website Banner promoting TG Omega3
Website banner promoting VizionEdgeECP
MacuHealth Desktop Wireframe 2021
The Sniper Sharp Sub-brand
Sniper Sharp is a brand that targets the hunting and sharpshooting industry. The brand needed an edgier look than the other sub-brands, so the typeface used to develop this brand are Fjalla One and ITC Conduit rather than Helvetica Neue.
The product packaging had already existed when I joined the team and was meant to convey the imagery of a bullet jacket. I pointed out that this metal container, however posed some challenges when shipping out of a hot environment where the product was degrading the carotenoid product — especially during shipping. The product is now being phased into packaging similar to Vizion Edge.
The product packaging had already existed when I joined the team and was meant to convey the imagery of a bullet jacket. I pointed out that this metal container, however posed some challenges when shipping out of a hot environment where the product was degrading the carotenoid product — especially during shipping. The product is now being phased into packaging similar to Vizion Edge.
Sniper Sharp Render with Bullets
Sniper Sharp Tradeshow Card & Layout
Vizion Edge Branding & Marketing
Vizion Edge is a sub-brand of the MacuHealth family brand 'Vizion Edge ECP', and this smaller 30-count packaging is meant to attract a more athletic and gamer-focused consumer base. While developing the smaller form count guidelines, I created pitch decks centered around the sports market to show athletes how Vizion Edge can give them an edge in their performance. These pitch decks also reinforced the need for social media influencer posting guidelines and how they should interact with their audiences when presenting the brand.
Eye Care Professional (ECP) Gamer Advertisement
Vizion Edge Social Media Icons
