From startup to #1 in 18 months!

Freedom
Laser Therapy

Leading Creative

A young entrepreneur had a dream to bring the stop smoking treatment he had received in Canada to the United States. Already commonly used in Europe as well, he wanted to built a company to help people. So was born Freedom Laser Therapy. Freedom was and still is dedicated to helping smokers, vapers, and users of all nicotine delivery methods to quit their habit for good.

The owner was a marketing maverick, what he needed was the guy to put all the creative and marketing pieces together, create a BRAND in all that entails, which is a lot. I was that guy.

Core Challenge

As the Vice President of Creative Services I was tasked, as part of the executive team, to build a new brand from scratch. Working often directly with the company president, the face of the company.

We started with the basics; visual identity, building interior and exterior, marketing material, print ads, press releases, video, radio, training material, and then focused on building name recognition through Hollywood channels.

We had a short timeline, but a robust budget.
So many late nights and weekend.
SO MUCH FUN, so many 1AM meetings!

Everything below is the end result of the work of myself, my amazing boss (Craig Nabat) and our fantastic team.

Job Title
VP Creative Services

Operational Role
Lead Marketing & Creative

Soft Skills

Leadership & Team Management
Communication & Presentation
Creative Vision & Conceptual Thinking
Collaboration & Interpersonal Skills
Emotional Intelligence
Adaptability & Flexibility
Problem Solving & Decision Making
Critical & Analytical Thinking
Time Management

Soft Skills

Leadership & Team Management
Communication & Presentation
Creative Vision & Conceptual Thinking
Collaboration & Interpersonal Skills
Emotional Intelligence
Adaptability & Flexibility
Problem Solving & Decision Making
Critical & Analytical Thinking
Time Management

Hard Skills

Brand Strategy Development & Execution
Creative Direction
Budget Development & Management
Resource Acquisition & Management
Employee Hiring and Retention
Team Evaluations & Training
Design Theory
Visual Identity & Messaging
Advanced Software Proficiency
Art Direction
Typography & Composition
Video & Animation Production
Web Development & Visual Marketing
OOH Design
Package Design

Hard Skills

Brand Strategy Development & Execution
Creative Direction
Budget Development & Management
Resource Acquisition & Management
Employee Hiring and Retention
Team Evaluations & Training
Design Theory
Visual Identity & Messaging
Advanced Software Proficiency
Art Direction
Typography & Composition
Video & Animation Production
Web Development & Visual Marketing
OOH Design
Package Design

Brand Development

The health and wellness industry constantly introduces new offerings, some beneficial, others not, and the public tends to be skeptical. To create a successful brand, it was essential to build a safe yet exciting environment. The brand needed to blend the professional aesthetic of a clinic with a fashionable touch, while being both motivational and informative. Transparency about the new technology, which was unfamiliar in the US, was key to gaining trust and engagement.

So how did we get from startup to being seen here:

Building The Brand

Need: Define the brands position in the business world. To quote Sasha Strauss, “If you don’t position yourself, you’ll be positioned”.

To reach this definition we researched into the existing North American cessation options for smokers, demographic research of potential clients, interviewing medical specialists, similar international companies, and potential customers. This would create insight on brand-position.

The Freedom Ethos

Brand message development with consistent execution across all locations.

Brand Identity

Need: Manage the brand image by establishing guidelines for consistent execution of Freedoms Marketing, Messaging, and Visual Execution.

We wrapped up the identity of the brand in one simple statement, “Dedicated to freeing the world from nicotine addiction”. We then extrapolated the segments of the identity (story, personality, products, verbal identity, and visual identity from that, focusing on:

What makes Freedom Different?
What can we do to stand out?
How will this grow the bottom line?

Visual Identity

Need: Define the visual look and feel of the brand.

This was in two parts. First was the basics; company color palette, logo design, fonts, stationary and general marketing material.

Second was defining the face of the company, in this case the company founder Craig Nabat.

Creating the Face of the Company

Brand Voice & Spokesperson Development

Shaped the public face of the company by developing a spokesperson, crafting core talking points, and positioning the brand as an industry expert—building trust, credibility, and clear communication with the target audience.

Making Quiting Smoking Cool

From customized event vehicles, to TV appearances and ads on the Times Square jumbo tron, our design and marketing team enjoyed it all.

Corporate Logo

• Clean and simple design
• San serif font
• Corporate medical feel

Corporate Stationary

Clean and impactful design.
Brand representation is corporate-medical.
Consistant brand messaging on all card backs and stationary.

Team Training Manual

Graphic design.
Print production.
Brand SOP

Site Design

Exterior design.
Interior design.
Custom branded elements.

Uniform and Apparel Design

Visual & Personal Identity–A good uniform should foster a sense of belonging. helping team memebers feel part of a team and connected to the brand they represent.

Location Design

Need: Work with internal and external resources to develop brand consistent facilities.

We worked collaboratively with an external design group to evolve the final look and feel of the interior and exterior of a “Freedom” location. These guidelines were carried across different existing street level and multilevel locations.

Exterior Facia

Design team: myself, senior management and external resources.
Show here is the Royal Oak, Michigan clinic.

Interior Design - Freedom Lobby

We designed an entrance to reflect a sleek, high-tech, and professional medical environment—creating an immediate impression of innovation, cleanliness, and trust.

Interior Design - Waiting Room

Enhanced a modern medical waiting room with marble floors and a starlit dropped ceiling to create a calming, upscale atmosphere.

Custom branded wall art with inspirational messaging was tailored to each office location for a cohesive yet personalized patient experience.

Interactive Brand Wall Installation

Designed a prominent wall display at the back of the waiting room to reinforce brand messaging. Patients participated by adding interlocking, puzzle-shaped magnets—signed and dated with their first names—creating a dynamic, ever-growing visual representation of community and connection.

LED Hallway Lighting Design

Installed recessed colored LEDs in the hallway ceiling leading to laser treatment rooms, creating a visual effect that mimics the path of a laser—enhancing the futuristic and tech-driven ambiance of the space.

Package Design

Need: Design on-brand packaging for various company product lines. Products distributed as part of procedure, through traditional retail outlets, via As Seen On TV”, nationally and internationally.

First impressions are an essential part of any successful product strategy for any brand. Keeping that always in mind is paramount.

Combining that with clarity of message, visual consistency, an incorporated story, package functionality and practicality, an eye on sustainability and shelf impact, and an understanding of legal compliance and informational content is key to creating the optimum end design.

Retail Product Packaging Design

Led end-to-end B2C packaging projects, including team coordination, branded package design with custom iconography, new product photography, and consistent brand messaging. Oversaw international print production to ensure quality and brand alignment across markets.

Freedom Product Packaging Design & Production

One of several custom package designs created for the Freedom brand.

In addition to design, I managed print quoting and oversaw production both internationally and domestically to ensure quality and consistency across all markets.

Maintaining Brand Identity

Package design reflects Freedoms identity and values. Each element, icluding fonts and colors, to logos and tag-lines, is consistent with Freedom’s brand message. The goal is to create a sense of familiarity and trust with Freedom’s target market.

Shelf Impact

I maximized shelf appeal via innovative packaging structures and eye-catching, vibrant graphics.

Freedom Mobile Treatment Team Campaign

I led the design and branding for Freedom’s mobile treatment initiative. This comprehensive campaign included:

Uniform Design: Created professional, functional attire for team members to reflect brand identity.
Branded Equipment: Designed portable banners and custom collapsible treatment chairs with integrated video screens for on-site engagement.
Fleet Vehicle Wraps: Developed branded wraps for a variety of fleet vehicles, carefully balancing vehicle selection with operational needs and budget.
Consistent Messaging: Ensured all elements—from uniforms to transport—reinforced a unified and professional brand image in the field.

Taking Freedom on the Road

Need: Design and execute functional components necessary to make the Freedom process mobile allowing for the engagement of larger groups “on-site’ at major institutions and media outlets (such as The Doctors).

Design needs focused on:

• Functionality.
• Portability.
• Comfort and ease of use.
• Consistent brand messaging

Freedom Mobile Treatment Team Branding

Designed key elements for Freedom’s mobile treatment teams, including uniforms, portable banners, and custom collapsible treatment chairs featuring integrated video screens—ensuring a cohesive, professional brand presence in any setting.

Branded Offsite Collapsible Treat Chair

For use on-air, at pod-offices, and for off-site corporate programs.

Conceptualization and execution of a branded collapsible treatment chair.

This included; branding and then customizing a commercially available collapsible chair. Design and “hands-on” construction of custom built video mount armatures with internal wiring, and multi-point articulation.

Mobile Team Elements

Transportation: Functional multi-seat vehicles with adequate storage capacity for mobile equipment. Projects appropriate brand image and messaging.

Uniforms: Brand adherent apparel that is comfortable in various climates and situations.

Marketing Materials: targeted enrollment, support and follow-up materials in various medias like print, digital,

Portable Treatment Room Equipment: Laser, portable recliner, video screen, therapist seat, post-treatment support bag with marketing, and support materials.

Branded Fleet Vehicle Wraps & Strategy

Designed branded vehicle wraps for Freedom’s mobile team fleet, balancing vehicle selection with operational needs and budget. Ensured consistent brand messaging across all models to maintain a unified, professional presence on the road.

Functionality & Portability

Focused on functionality and portability by designing mobile treatment chairs and accessories to fit within a single, easy-to-carry bag. Clinical laser equipment was housed separately for safe and efficient transport.

Additional Brand Marketing Strategies

Need: To address the ongoing challenge of customer engagement by developing fresh, conceptual approaches beyond trends like TikTok campaigns and AI-driven personalization. As a team we worked hard to create authentic, personal interactions to deepen brand connection and stand out in a saturated digital landscape.

I worked with our executive team to develope a series of targeted projects designed to engage customers at multiple levels, each tailored to provoke specific responses.

All were met with positive feedback, their effectiveness demonstrated by increased positive press and clients.

Making Freedom From Nicotine Addiction Cool

Custom BMW Z3 – Concept to Completion

From a sketch on a napkin to a fully roadworthy showpiece, this custom BMW Z3 was designed as a mobile promotional vehicle.

Featuring a bespoke wrap, integrated audio/video system in the trunk, and striking visual elements—including the Chinese symbol for “Freedom” on the hood—this build turned heads and sparked conversations across Los Angeles. Ideal for high-profile brand exposure at Hollywood clubs and celebrity events.

Interactive Freedom Wall Installation

One of our most popular client interaction elements, to this day it amazes me how much people enjoyed adding there name and the date they “quit” to the Freedom wall. A duplicate magnet went home with each client as a reminder of their commitment to being “Free from Nicotine Addiction”.

Patients participated by adding interlocking, puzzle-shaped magnets—signed and dated with their first names—creating a dynamic, ever-growing visual representation of community and connection.

Taking Freedom to the People

Location Independent Branded Elements

Our marketing team strove to make sure the brand & messaging was always visible. Whether it was a portable treatment unit, a small speaking event, a trade show or a TV appearance, Freedom had branded marketing displays and content designed, produced and ready to go.

Generating Traditional & Social Media Coverage

Need: Staying relevant in the media in order to foster brand growth.

From the outset Freedom’s west coast office was tasked with developing media and celebrity contacts and engagement.

I lead the Midwest marketing team continuously generated new press releases, event displays and materials, digital outreach campaigns and follow-up programs to support staying top-of-mind with journalists and on-air personalities. This strategy generate countless, print and web articles, interview on radio, and TV appearances.

Preventing Smoking in Youths

Celebrity Engagement: Leveraging carefully crafted relationships, Freedom deployed a strategy of engaging with celebrities with the aim of promoting a positive impression of quiting (or never starting) smoking and vaping.

Engaging the LATAM Market

Telemundo: Marketing efforts to reach out to the Latin community included various translated marketing materials, press releases and appearances.

International Engagement

The Freedom marketing team was often tasked to develope materials for international locations. Whether it was for an East Asian market or South America, brand messaging through various channels was supported by our marketing team. The sample visoe below is from Peru.

Summation

Make the plan, make it big, execute the plan beyond expectations.

In Freedom’s first 18 months, we launched two clinics, landed features on multiple TV shows, secured national and international press, earned celebrity endorsements, initiated licensing deals abroad, and kicked off franchising—all laying the foundation for explosive growth.

My part in all of this, show up creative day-one, lead with purpose, and embrace every challenge as a fresh start. In just six months, I transformed from a blank slate to a trusted expert—always staying humble and deeply grateful for the opportunity to collaborate with an incredible team of talented individuals over an unforgettable three-year journey.

Feel Free to Reach Out
& Say Hello!

If your interested in me tackling a creative project big or small, send me a quick email. Have an amazing day!

FreedomLaser Therapy