Designing a grounded brand experience for a wellness-forward CBD company

MY ROLE

Brand Experience Designer

TEAM

Part of several teams

TIME FRAME

2019 – 2021

Try The CBD is a Colorado-based wellness brand offering high-quality, lab-tested CBD products. From oils and gummies to topicals and vapes, the company focuses on transparency, clean sourcing, and natural healing – but their digital experience didn’t reflect that yet.

I joined as a Brand Experience Designer to help elevate their visual identity, improve the website, and create more aligned touchpoints across marketing, content, and customer engagement.

The problem

The website had strong traffic, but the brand felt disconnected across platforms. Visuals were outdated, messaging was inconsistent, and customer journeys felt more functional than intentional – especially in a sensitive wellness market where trust matters.

At the same time, the business was facing pressure during COVID – needing stronger conversion, retention, and brand confidence in a competitive (and sometimes overhyped) market.

My approach

🎨 Visual identity refresh
Updated the brand’s look and feel – refining typography, color, and packaging touchpoints to communicate trust, calm, and wellness with more clarity.

🖥️ Website redesign
Collaborated with developers and stakeholders to improve product navigation, streamline the shop flow, and optimize content structure for SEO and ease of use.

📸 Creative direction support
Worked with photographers and content creators to shape a more consistent tone – product photography, lifestyle shots, and content all aligned with the updated brand experience.

📧 Email design for 20k+ Subscribers
Redesigned promotional and retention emails for Try The CBD’s growing list of 20,000+ subscribers. Campaigns focused on product education, seasonal promos, and wellness-focused content – resulting in steady sales even during COVID-related downturns.

Outcomes

🚀

The updated brand identity gave Try The CBD a more credible, calming presence in a crowded market – supporting both retention and new acquisition.

📬

Email redesigns led to more consistent click-through rates and steady conversions during a volatile market period, helping soften the impact of COVID-era buying slowdowns.

🛍️

A clearer UX helped customers explore products more easily, improving average time on site and reducing bounce rate.

Reflections

Designing for a wellness brand is more than visual consistency – it’s about trust, calm, and clarity.

This project reminded me how important cross-functional collaboration is when aligning brand, product, and people. It was a fast-paced but rewarding challenge – and one of my favorite branding experiences to date.