California's leading Medical Cannabis Company goes recreational
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
California's leading Medical Coverage provider breaks it all down
As part of Hydro Studios, Sara developed the concept and scripts for a series of HealthNet animated videos designed to educate current members on the benefits of Medi-Cal. The budget was limited so the concept had to explain the complexity of health insurance in the US through animated drawings.
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.