On Duty USA
PHOTO & VIDEO
MARKETING STRATEGY & COLLATERAL
On Duty is a veteran-operated CBD company on a mission to provide sustainably farmed health and wellness products. The CBD market is oversaturated with brands focusing on the outdoors and wellness communities, so we built a brand, website, and marketing strategy focusing on the founder’s military career and audience commonality.
PHOTO & VIDEO
We decided to capture the company from the ground up — literally. Documenting the local farming process with veteran farmers highlighted the status of the company, while photographing finished products in real environments continues to show customers where CBD can fit into their lifestyle.
On Duty had an existing logo and product but had not established anything else. With a saturated CBD market, we leveraged the founder’s veteran status to inspire colors, typography, and content to create a brand centered around their unique story.
On Duty needed a website to connect with customers. We created a website with their existing logo, and used the rebranding as an opportunity to test user experience. Based on our data, we created a new site with custom photos and videos to tell their story online.
As a CBD retail company, product design creates brand identity, trust, and value in what people see. On Duty’s packaging reflects veteran influence, lifestyle usage, and communicates with customers what, how, and why to use CBD.
MARKETING STRATEGY AND COLLATERAL
After creating a new brand identity with On Duty, they needed a strategy and materials to make potential retailers, distributors, and direct consumers aware. We created a newsletter strategy and landing page to analyze conversion rates, created marketing materials for retailers and trade shows, and A/B tested ad strategy for social media.