FOCL
Design // Strategy // Management
FOCL makes luxe CBD wellness products, and they needed a high-quality user experience.
My Design
centered around the concepts of accessibility and product clarity. Muted tones conveyed simple elegance and cleanliness, while a well-defined set of modular design components ensured extensibility of the design for the FOCL team as they launched new products.
User Research
for this project included on-site customer surveys done in cooperation with local CBD shops, developing personas based on prior analytics data, and the analysis of clinical trial reports. This research allowed for informed positioning strategies around market gaps and customer pain-points.
Brand Development
FOCL had come to us as a year-one startup, and I wanted to help them build a library of brand documents to unify their vision for their product and their customer base. A few of these documents are presented below.
Persona Documentation
.Building off of the Business Model Canvas I had created with the client, as well as my user research, I developed personas for the client to use as archetypes for understanding the goals and interests of their two most statistically reliable target demographics.
Photography Guide
At the time of this guide being produced, FOCL had two products: FOCL Day, a supplement intended to increase focus and mental stimulation, and FOCL Night, a supplement to promote relaxation and sleep. The photography in this document conveyed these themes visually and was used as a handbook for their marketing and product photography teams.