Zhou Nutrition
SENIOR VISUAL DESIGNER
SENIOR VISUAL DESIGNER
Zhou Nutrition is a Utah-based supplement company that offers over 60 different products, including capsules, powders, and gummies. Zhou was founded in 2014 by a crew of people that knew how to create products people desired based on market research but needed designers to help build up their brand image.
As a Senior Visual Designer, I was tasked with building Zhou Nutrition’s brand and visual identities. I took the lead on updating their brand guides and created consistency as they expanded. Their packaging has illustrations, gradients, and large type for describing their benefits. This worked well for their Amazon listing thumbnails, but the company needed help to solidify their branding, build social credibility, and stand proud in brick-and-mortar businesses.
I worked with a small, all-hands-in marketing and production team to revitalize Zhou’s branding and marketing efforts. We pinned down what was important; we were a Utah-based, high-quality (upholding strict GMP Standards), millennial-centric supplement company. I was then able to expand on our strengths to add engaging, colorful imagery to our website and marketing collateral as well as clarify information for customers through motion graphics, illustrations, infographics, social posts.
I worked with Zhou Nutrition’s in-house photographer to strategically art direct photography and videos to make the brand stand out. I also took charge of redesigning the Zhou Nutrition website and Amazon pages to legitimize the brand and improve the customer’s experience.
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Label Design
I have designed several product labels for Zhou Nutrition from start to finish. This includes their new Glowflunce and MACA Root supplements, a rename/redesign of a customer favorite, Rise & Shine, as well as a series of new water enhancer products that were to be adapted from previous supplements.
The goal was to create a fun and distinct visual language for the packaging and its assets to stand out in their online and newly-explored brick and mortar presence.
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Photo & Video Shoot
ART DIRECTION
ART DIRECTION
I had the opportunity to work with Madison Pope Creative for Zhou Nutrition’s photo and video shoots. This included choosing talent and props, and building innovative sets. Our photography is bright, fun, and animation-friendly.
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Digital Design
I collaborated with Beauty Industry Group’s Paid Ads Director and Donna Bella Hair’s Social Media Manager to concept and execute paid media designs for our monthly promotions. Our audiences included consumers and stylists, and we segmented our target messaging into top through bottom funnel groups.
PRODUCT LAUNCH + PROMOTION HEROES
SOCIAL + EMAIL PHOTO GIFS
ANIMATIONS FOR EMAILS + WEBSITE Made in AfterEffects
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Blog Infographics
Supplements commonly have confusion around their benefits so Zhou Nutrition prioritized creating infographics to compliment their blogs and social feed. I enjoy taking complex information and transforming it into some thing that is easy to understand as well as delightful to read through.
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Website Redesign
A large portion of Zhou Nutrition’s sales were made on Amazon. There are many benefits of having a website to call our home base, but we also saw that relying solely on Amazon could create issues due to their strict guidelines and miscommunications that could potential crop up. While Nutraceutical (parent company) largely had their brands in brick-and-mortar stores, they understood the importance of Zhou Nutrition having an independent storefront that was entirely controlled by our team. I found this to be a great opportunity to let our branding shine and create trust with our customers. The success of Zhou Nutrition’s website inspired Nutraceutical to create websites for many of their other brands.
HOMEPAGE
PRODUCT PAGES
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Booth Design
I had the opportunity to work on a wide range of promotional print projects for our trade shows. My largest project was their 10'x20' booth design for ExpoWest 2020. We were looking for a way to promote our new gummies and water enhancer lines as well as our most popular products. Unfortunately the event was set to occur in March 2020 and was canceled due to the lockdowns. The physical booth does exist (I even learned out to set it up!), but unfortunely I can only feature a rendering.
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Mailer Boxes
Zhou Nutrition’s customer base was largely millennials so a large focus was made on our social presence, which included the social media influencers we worked with. I was tasked with creating a mailer box which brought attention to our new gummy line. It was created with the hope that the box’s punchy colors and illustrations would encourage customers and influencers to post to their social profiles.
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Merch Design
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2020 Activity Book
Shortly after Utah received stay-at-home orders in 2020, our team decided to put together an activity booklet with educational graphics and activities to send in an email to our customers. I did the illustrations and layout.
