Curaleaf Rebrand
With the legalization of recreational cannabis in many states across the U.S., many businesses like Curaleaf, a leading medical and wellness cannabis company, have had to redefine their brand in a highly competitive market. Sara was brought on as a Creative Strategist and Copywriter to revive the Curaleaf brand and make it more accessible to cannabis newbies. This included creating copy for a new website, new packaging, and store signage.
As education and personalization became hallmarks of the new brand, it was important to help audiences understand the way different cannabis products work, acquaint them with Curaleaf’s “budtenders,” and help them choose the product that will work best for them. Over time, she developed “ask us anything” and “there are no stupid questions” as flagship brand statements. All these efforts to democratize, demystify, and destigmatize cannabis culminated in Curaleaf’s new tagline: “Cannabis with confidence.”
Using the tagline “Cannabis with confidence” as a point of departure, together with designers, she developed a brand awareness campaign combining black and white, documentary-style portraiture with statements like “cannabis with comfort,” “cannabis with passion,” and cannabis with joy” to create intimate portraits of Curaleaf customers. Integrating cannabis into everyday life with accessible language, helped Curaleaf further destigmatize the product and connect with a wide range of people.
HOMEPAGE WITH NEW TAGLINE "CANNABIS WITH CONFIDENCE"
TABLET VIEW OF REBRANDED LANDING PAGES
EXAMPLE OF IN-STORE SIGNAGE
TABLET VIEW OF BRAND GUIDELINES
Onyx Capital Website Redesign
As part of Boundary Digital, Sara developed website strategy and blog copy for Onyx Capital - a commercial lender in manufactured home communities. Working closely with the founders of Onyx Capital and Boundary Digital designers, she simplified their offering and highlighted their expertise in the financing market through educational blogs.
ONYX CAPITAL WEBSITE
Manufactured housing is a type of prefabricated housing largely assembled in factories and later transported to placement sites. It is a “hot commodity” according to Rana Foroohar in “Why Big investors are buying up American trailer parks” for the Financial Times. Drawing on data from Cornell University she shows that cost of housing contributed to, “a record 81 percent of core inflation in summer 2017, which resulted in Affordable Housing Crisis in much of America.
Eli Weiner, President and Founder of BoaVida Group has over 20 years’ experience working in Manufactured Housing Communities. He began selling mobile homes in 2000 while still a full time student, “a year later, he co-founded Woodcrest Homes, a manufactured-home dealership, followed by BoaVida Group and then other associated companies,” says Mark Anderson in Sacramento’s BoaVida buys two more California mobile home parks for $27 million for Sacramento Business Journal.
Manufactured housing is a type of prefabricated housing largely assembled in factories and later transported to placement sites. It is a “hot commodity” according to Rana Foroohar in “Why Big investors are buying up American trailer parks” for the Financial Times. Drawing on data from Cornell University she shows that cost of housing contributed to, “a record 81 percent of core inflation in summer 2017, which resulted in Affordable Housing Crisis in much of America.
ONYX BLOG COPY
Onyx Capital Website Copy by Sara Debevec
Investing in Manufactured Housing Communities (MHC’s) in 2021 by Sara Debevec, Onyx Capital
How has COVID affected the MHC industry? by Sara Debevec, Onyx Capital
Conversation with Eli Weiner, President and Founder of The BoaVida Group by Sara Debevec, Onyx Capital
HealthNet Video Campaign
A top Medi-Cal provider, Health Net needed easy-to-absorb content that would inform and engage their audience, many of whom speak English as a second language. Sara came up with the concept of a living flyer that characters walk through. She worked with a designer and animator to develop storyboards and write scripts inspired by existing HealthNet flyers. Below are the videos that were produced.
UNDERSTANDING MEDI-CAL VIDEO
THE IMPORTANCE OF DENTAL HEALTH VIDEO
TRANSPORTATION SERVICES VIDEO
For more examples of Sara's brand strategy and copywriting work, please scroll down to the Lens & Frame Co., case study in her portfolio.
Lens & Frame Rebrand
As part of Hydro Studios, Sara developed Behind The Lens Campaign for Lens & Frame Co., partnering with LA artists, chefs and entrepreneurs to showcase a lifestyle component of the brand.
Born in 2018, Lens & Frame Co (L&F) offers eyewear consumers high-quality prescription glasses at affordable price points all at the convenience of ordering online. With a $22 billion-dollar target market, eyewear is RIPE for consumption, especially in the online marketplace.
Together with Account Director Justine Grannis, Sara developed a marketing campaign that not only showcases L&F's competitive advantage over other brands but also demonstrates a lifestyle component. “Behind the Lens” was an empathy-based marketing campaign designed to truly understand L&F consumers’ lifestyles and get a clearer picture of what inspires them. After all, what is a brand without the people that follow it? What are glasses without those that wear them? Sara and Justine partnered with LA-based artists, entrepreneurs, chefs, and influencers to create short videos that showcase different personalities behind the brand.
BEHIND THE LENS CAMPAIGN
**Due to the Covid-19 pandemic, the Behind the Lens campaign was never realized to its full potential. The marketing assets you see here were derived from this campaign strategy which was written by Sara and ideated in collaboration with Lens & Frame Account Manager, Justine Grannis. **