From startup to #1 in 18 months!
Freedom
Laser Therapy
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.
Our 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.
Role
VP Creative Services
Hard Skills
Design Theory • Branding & Visual Identity • Advanced Software Proficiency • Art Direction • Typography & Composition • Video & Animation Production • Web Development 7 Visual Marketing • Creative Strategy & Concept Development • OOH Design • Package Design
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
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.
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.
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.
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.
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
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.
Marketing the Brand
Need: Conceptualizing new ways to motivate and engage a customer base is a ongoing challenge. In an Tik-Tok driven campaigns, AI generated channel marketing and personalization, sometime it’s appreciated when you interact on a more personal level.
Below are carious projects developed to engage the customer at various level, targeting various targeted responses. All were well met based on customer feedback.
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 the first 18 months of Freedom’s existence we opened two clinics, were on numerous of TV shows, a multitude of print and web articles, gained accolades from celebrities (and great press), had licensing deals internationally and began franchising the company.
My role in all of this, be creative, be a leader, be a blank slate when you walk in and an expert in the first six months, be humble and be blessed to work with an endless stream of phenomenal individuals.
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!