MacuHealth Brand Development
The rebranding of the MacuHealth Family presents unique challenges. With a pre-established identity in the carotenoid supplements niche, the task is to refresh it in a more approachable manner for both B2C and B2B clients targeting younger markets. Revitalizing a brand demands careful consideration and time. My approach involves crafting a robust corporate identity with a touch of playfulness for sub-brands, ensuring consistency across multiple supplement lines
The Old Identity
The Fresh Identity
As the brand evolved, there needed to be a consistent identity developed for the parent brand and the sub-brands under its umbrella of influence. The typeface of Helvetica Now is a modern take on Helvetica, which has been redesigned for digital and print use cases while being close to the current MacuHealth identity using Helvetica Neue. It is the perfect choice for the brand’s evolution and is friendly enough for the “all stages of life” moniker the brand has adopted.
The younger photography invokes playful attitudes and warm earth tones that establish itself in a younger millennial market. The color development for the brand has the sub-brands related to the main palette of blues, which TG Omega3, Vizion Edge, and Vitreous Health adopt 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 their 90-day subscription for 50% during June. 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
TG Omega-3
TG Omega-3 is a fish oil supplement, when I joined the team they had already developed the label. My initial task was to develop print/digital and TG Omega-3 branded material for the sales team, optometrists, and the general public to inform them of the benefits of this product.
Social Media Posts
The Sniper Sharp Sub-brand
Sniper Sharp is a brand focused on the hunting and sharpshooting industry. The brand needed an edgier look than it’s brother/sister brands, so the type used to develop this brand are Fjalla One and ITC Conduit.
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 changes 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 (See Below).
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 changes 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 (See Below).
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 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 influence 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
