Juul Labs

At Juul Labs, the mission is to transition over 1 billion smokers worldwide to a less harmful product. To differentiate the company from the JUUL product, a rebrand was executed.

New branding guidelines, including a palette and a custom typeface, were implemented. Additionally, all studies, first and third-party, were designed to be presented to lawmakers and other officials in an understandable and scientifically accurate way. Designed materials surrounding the Post-Market Tobacco Application (PMTA) to achieve the same purpose for a trade and wider audience. Internally, logos and internal websites were designed for employee engagement, communication, and distribution purposes. This included a centralized web portal for government affairs staff to easily access all communications materials, and for employees and managers to have access to the most recent branding guidelines.