Hanne Nielsen Portfolio

AAXLL Supply Company is fully licensed by Health Canada for the sale of medical cannabis products with 29 Trademarks.

Context
Work on behalf of AAXLL Supply Company, 2019

Contributions
Website Assets
Product Mock-ups
Branding Guidelines
Packaging
Social Media Posts & Maintenance
Brochures
Banner Ad Campaigns
Direct Mail & Drop Boxes
Charts

Collaborators
Partner, AAXLL
Developers
Copywriters
Social Media & Project Managers

The Project
Full Branding & Omni-Channel Marketing Design
From Ground-Up Brand Identity to Pixel-Perfect Digital & Print Assets

In close collaboration with project managers and developers, I led the complete branding and omni-channel design for Building Balance CBD, creating a cohesive, premium visual identity that elevated the brand from launch to market leader in the competitive CBD wellness space. I delivered pixel-perfect website assets—including hero banners, product mock-ups, custom icon sets, and intuitive UI elements—that enhanced usability, visual appeal, and overall user experience while maintaining flawless alignment with the brand’s core aesthetic.

Simultaneously, I safeguarded strict brand consistency across all physical touchpoints, meticulously overseeing packaging design, print collateral, labels, and secondary materials to ensure colors, typography, logo usage, imagery style, and detailing remained identical from digital screens to retail shelves. This unified approach created a seamless, unmistakably premium brand experience that built instant trust, reinforced quality perception, and drove customer loyalty regardless of the channel—online, in-store, or through direct mail.

The result was a polished, professional brand ecosystem that not only looked cohesive but also performed cohesively, supporting higher engagement, stronger conversions, and long-term market positioning in the health & wellness CBD category.

This project demonstrates expertise in CBD brand design, omni-channel marketing assets, website hero banner & UI design, product mock-up creation, packaging & print collateral consistency, pixel-perfect branding, full visual identity development, and strategic graphic design for wellness, health, and regulated consumer product brands.

UX/UI Design
Irresistible Product Hero Visuals
Flavour-Specific Graphics That Drive Clicks & Conversions

I designed a captivating series of high-impact homepage banners that placed hero products front and centre, transforming static product shots into dynamic, flavour-forward experiences that made shoppers feel the taste before they even clicked. Each banner fused stunning, mouth-watering product photography with bold, custom graphics that visually translated the exact flavour profile—swirling citrus zest, cracked vanilla beans, drifting cocoa dust, and more—creating an immediate sensory connection that boosted desire and engagement.

Working hand-in-hand with developers, we built a seamless, responsive implementation that maintained high energy across desktop, tablet, and mobile devices while optimizing load times for peak performance. The result was a homepage that didn’t just display products—it made them irresistible, driving higher click-through rates, longer session times, and increased conversions in a competitive e-commerce environment.

This project demonstrates expertise in homepage banner design, product hero visuals, flavour-specific graphic creation, mouth-watering photography integration, responsive banner production, high-engagement e-commerce assets, sensory visual storytelling, and strategic UX/UI design for food, beverage, and retail brands.

Website Banners

Visual Design
Photorealistic 3D Renders & Flavour-Infused Visuals
Cost-Effective Packaging Mock-ups

As a proficient graphic designer, I created high-fidelity product mock-ups that served as a cost-effective, resource-efficient alternative to traditional photography sessions, seamlessly integrating into e-commerce websites and marketing materials. Leveraging advanced 3D packaging renderings and precise Adobe Photoshop compositing, I expertly applied approved artwork to realistic product models while enriching the visuals with meticulously selected, flavour-specific stock images—such as swirling citrus zest, cracked vanilla beans, drifting cocoa dust, or fresh berry accents—to authentically convey the sensory profile and taste experience of each item.

These lifelike mock-ups went beyond basic representation, functioning as powerful tools for gathering critical insights into stakeholder and potential consumer perceptions of the product’s aesthetic appeal, packaging design, and overall market readiness. By delivering photorealistic, flavour-infused visuals early in the development cycle, the mock-ups enabled faster feedback loops, iterative improvements, and confident decision-making, ultimately reducing production risks and accelerating time-to-shelf.

This approach highlights expertise in product mock-up design, 3D packaging rendering, flavour-specific visual storytelling, photorealistic Photoshop compositing, e-commerce product imagery, stakeholder feedback prototyping, cost-effective digital alternatives to photography, and strategic design for food, beverage, wellness, and consumer goods brands.

Website Packaging and Flavour Mock-ups

PACKAGING Design
Standout Packaging Solutions
Multi-Product Excellence for Retail Success

I designed and delivered high-performance packaging for five distinct retail products, creating visually striking solutions that balanced shelf appeal, product protection, and brand alignment. From in-depth trend research and material selection to precise die-line engineering, artwork finalization, and structural optimization, each package was meticulously built to perform flawlessly in real-world retail environments while turning heads and capturing consumer attention.

I owned the complete production cycle, conducting detailed cost analysis, managing tight budgets, negotiating strategic pricing, and cultivating strong partnerships with trusted suppliers across the USA and China. This hands-on approach ensured on-time, on-budget delivery of premium packaging that consistently exceeded expectations—without ever compromising quality, sustainability standards, or brand integrity.

The result was a cohesive suite of packaging that not only safeguarded products during shipping and storage but also elevated perceived value, reinforced brand identity, and contributed to stronger in-store presence and sales performance.

This project showcases expertise in packaging production management, custom retail packaging design, die-line & structural engineering, global supplier coordination, cost analysis & budget optimization, trend-informed material selection, high-volume print production, and strategic graphic design for consumer goods, food, beverage, and wellness brands.

Packaging Design
Custom Stand-Up Mylar Bag Design
Safeguarding Freshness & Functionality

As a specialized packaging designer, I developed and implemented sophisticated custom stand-up Mylar bag solutions, with a primary focus on preserving product freshness, extending shelf life, and ensuring optimal protection for food items in retail and e-commerce environments. These bags were meticulously engineered to meet rigorous standards for barrier properties, moisture resistance, light protection, and structural durability while delivering standout shelf presence through thoughtful design.

I owned the complete design journey—from initial research into material science, consumer handling behaviours, and current packaging trends, through concept development, rapid prototyping, and iterative refinement, to final artwork production and print-ready file preparation. This end-to-end ownership allowed me to balance innovation, functionality, and visual appeal, creating Mylar bags that not only safeguarded product integrity but also communicated premium quality and brand values effectively.

Throughout the process, I led clear, compelling communication of design concepts and benefits to key stakeholders, ensuring alignment on objectives, timelines, and expectations. The result was packaging that performed exceptionally in real-world conditions while reinforcing brand trust and driving consumer appeal in the competitive food packaging sector.

This project demonstrates expertise in custom Mylar bag design, stand-up pouch packaging, food freshness preservation, barrier packaging solutions, full-cycle packaging production, stakeholder presentation & collaboration, print-ready artwork preparation, and strategic design for food, beverage, snack, and wellness brands.

CAMPAIGN Design
CBD Pet Tinctures & Treats Branding & Campaign
Premium Pet Wellness Branding

The launch introduced a premium pet-wellness duo for anxious dogs and cats: irresistible peanut-butter CBD treats and a 500 mg Charlotte’s Web terpene-infused CBD-isolate tincture. I led the full branding and multi-channel campaign creative, delivering clean, trust-building visuals that emphasized safety, simplicity, and results—soft earth tones, playful paw-print motifs, gentle gradients, and authentic pet photography to create an instantly approachable, vet-approved feel.

The cohesive aesthetic flowed seamlessly across every touchpoint: website hero banners, Instagram Stories, email blasts, product packaging, labels, and supporting collateral. Messaging focused on straightforward, parent-friendly benefits—gentle relief, irresistible flavour, and peace of mind—turning worried pet owners into confident, repeat buyers with every tail wag. This integrated approach reinforced brand credibility in the growing CBD pet wellness category while driving engagement, trust, and conversions.

This project demonstrates expertise in CBD pet product branding, pet wellness marketing campaigns, packaging & label design for pet treats, multi-channel creative assets, trust-first visual storytelling, soft earth tone palettes, real pet photography integration, and strategic design for health-conscious pet owners and natural pet care brands.

Print Design
Bespoke Product Label Design & Production
Custom Labels for Market Distinction

I specialized in creating bespoke product labels that played a pivotal role in strengthening brand identity and establishing a distinctive market presence. My design approach was both meticulous and cost-efficient, resulting in labels that significantly increased sales and enhanced overall brand visibility through compelling, shelf-ready visuals.

Utilizing Adobe Illustrator, I developed a wide range of packaging and label designs with a steadfast commitment to maintaining consistent brand identity across all products. Navigating the inherent challenges of limited label space, I strategically balanced essential information—such as ingredients, usage instructions, regulatory details, and key selling points—with striking typography, refined color palettes, high-impact imagery, and clear hierarchy to ensure each label authentically reflected the brand’s ethos while remaining highly legible and appealing to target consumers.

This focused expertise delivered labels that not only met production standards and compliance requirements but also resonated deeply with shoppers, reinforcing market positioning and driving measurable commercial success in competitive retail environments.

This work demonstrates proficiency in product label design, custom packaging labels, brand-consistent label production, Adobe Illustrator label artwork, limited-space typography & hierarchy, cost-efficient label solutions, sales-driving retail visuals, and strategic graphic design for consumer goods, food, beverage, wellness, and CBD brands.

EMAIL Design
Limited-Time Promo Email
Zero Brand Drift, Record Open Rates & Instant Redemption Surge for Balance CBD

I designed and executed a high-urgency “Exclusive Email Drop” campaign for Balance CBD, delivering a single-use promo code for a one-weekend-only offer with maximum conversion focus and zero brand drift. Anchored in Balance CBD’s signature crisp typography, elegant lifestyle photography, and restrained yet luxurious aesthetic, the email placed the promo code boldly front and centre while maintaining clean, premium layouts that reinforced trust and sophistication.

The design prioritized instant readability, strong calls-to-action, and mobile-first responsiveness to ensure the message landed powerfully in every inbox. By eliminating unnecessary distractions and emphasizing scarcity (“One Code, One Weekend”), the campaign generated record-breaking open rates, immediate engagement, and a significant same-day redemption surge, proving the power of precision, urgency, and on-brand creative in driving e-commerce performance.

This project showcases expertise in high-urgency email campaign design, limited-time promo email, conversion-focused email creatives, brand-consistent email layout, mobile-responsive email production, promo code spotlight design, elegant lifestyle photography integration, and results-driven digital marketing for CBD, wellness, and premium consumer brands.

Social Media Design
Social Media Visual Direction
Thumb-Stopping, On-Brand Content

As lead social media designer, I directed the visual strategy across all platforms, ensuring every post, Story, Reel, and carousel was unmistakably on-brand while engineered to freeze thumbs mid-scroll and spark instant interaction. From high-impact static carousels that delivered value at a glance to buttery-smooth animations that brought products to life, each asset balanced bold creativity with strict adherence to brand guidelines—typography, color palette, tone, and aesthetic—so the feed felt cohesive, premium, and instantly recognizable.

I collaborated closely with influencers to transform their authentic, real-life moments into powerful branded content: products in everyday use, simple recipes, behind-the-scenes glimpses, and relatable storytelling that made followers feel part of the community. This strategic partnership infused the feed with genuine energy, deepening trust and connection while driving likes, comments, shares, saves, and direct conversions with every swipe.

The result was a vibrant, high-performing social presence that not only looked beautiful but actively educated, entertained, and turned passive scrollers into loyal customers and advocates.

This work showcases expertise in social media visual direction, thumb-stopping content design, brand-consistent social graphics, static & animated carousels, Reels & Stories animation, influencer collaboration content, high-engagement feed strategy, and results-driven creative for lifestyle, wellness, food & beverage, and consumer brands.

UX/UI Design
Banner Ad Campaign Design & Optimization
Maximizing Click-Through Rates, Engagement & Sales Across Targeted Platforms

As a specialized online banner designer, I developed and executed high-quality, inventive banner advertising campaigns that consistently delivered strong performance through meticulous tracking of Click-Through Rates (CTRs) and rigorous A/B testing to refine creative effectiveness and maximize ROI. I crafted customized banners tailored to diverse platforms—including male-centric websites, wellness-focused sites, targeted email blasts, Google Ads, Amazon promotions, and various third-party networks—ensuring each design resonated deeply with its specific audience while aligning with overarching brand goals.

My strategic approach combined artistic innovation with data-driven precision, focusing on compelling visuals, persuasive messaging, optimal sizing, strong calls-to-action, and platform-specific best practices to capture attention, drive clicks, enhance customer engagement, and ultimately boost product sales. By continuously analyzing performance metrics and iterating on concepts, I elevated the reach, relevance, and success of digital marketing efforts, turning banners into powerful tools for traffic generation, conversions, and brand growth.

This work demonstrates expertise in banner ad campaign design, CTR optimization & A/B testing, custom digital advertising creatives, Google Ads & Amazon banner production, targeted email banner design, third-party platform optimization, high-engagement visual marketing, and results-driven graphic design for e-commerce, wellness, retail, and direct-response brands.

POWERPOINT Design
Seasonal Sales & Merchant Presentation Showcasing
Hero Products with Brand-Locked Visuals, Clean Hierarchy & Lifestyle Storytelling

I designed an 18-slide PowerPoint product deck for Balance CBD’s sales and merchant teams, built specifically to showcase hero products with maximum visual impact and zero distractions. Every slide adhered strictly to the brand’s signature colour palette, crisp typography, and subtle pattern accents, transforming raw product photography into polished, aspirational stories that sold the full lifestyle experience.

The deck featured clean visual hierarchies, full-bleed high-resolution imagery, consistent iconography, and balanced layouts that made even complex assortments feel effortless to understand. Hidden speaker notes ensured presenters stayed on-message, while the overall design empowered teams to confidently close deals in high-stakes meetings with buyers and partners. This focused, brand-immersive presentation not only elevated product perception but also reinforced Balance CBD’s premium positioning in the competitive health & wellness market.

This project demonstrates expertise in product deck design, sales & merchant presentation slides, brand-consistent PowerPoint, lifestyle storytelling in presentations, clean hierarchy & full-bleed photography, seasonal product showcase, hidden speaker note integration, and strategic visual communication for retail, health and wellness brands.

Print Design
Creative & Consistent Omni-Channel Asset
Highlighting Product Features, Flavour Profiles & Strategic Coupon Codes

As a graphic designer specializing in direct mail, I developed compelling print assets for high-performance campaigns that seamlessly emphasized the synergy between product features and distinct flavour profiles, creating an immediate, sensory connection with recipients. These designs incorporated eye-catching visuals, persuasive copy, and strategically placed coupon codes to showcase new product offerings while driving immediate action and measurable conversions.

To maximize return on investment and ensure cost-effective reach, I implemented a smart, multi-use approach by repurposing the same high-quality postcard designs across direct mail efforts, email follow-ups, and in-store promotions—maintaining perfect brand consistency and visual impact across channels. This omni-channel strategy effectively engaged our niche audience, boosted redemption rates, strengthened brand recall, and delivered strong ROI through thoughtful, targeted creative that turned mailboxes into powerful sales drivers.

This project demonstrates expertise in direct mail campaign design, product & flavour-focused print assets, coupon code integration, omni-channel marketing collateral, cost-efficient postcard repurposing, high-ROI direct marketing, niche audience targeting, and strategic graphic design for food, beverage, wellness, and consumer brands.

PRINT Design
Unboxing Delight Insert
Turning Every Shipment into a Mini Discovery Moment That Drives Repeat Purchases

I designed a premium, double-sided handbill insert for Balance CBD that transforms the unboxing experience into a moment of delight and discovery with every customer shipment. One side features a carefully curated showcase of hero products captured in irresistible lifestyle photography, creating immediate visual desire and emotional connection, while the reverse provides clear, concise product information, key benefits, and subtle calls-to-action to encourage repeat purchases.

Printed on luxurious uncoated stock with a soft-touch finish, the handbill feels tactile and high-end, reinforcing the brand’s premium positioning while remaining lightweight for cost-effective inclusion in every package. The compact format ensures it fits naturally inside shipments without adding bulk, yet its thoughtful design—clean typography, balanced layout, and cohesive brand elements—turns a simple insert into a powerful retention tool that keeps Balance CBD top-of-mind long after the box is opened.

This project demonstrates expertise in package insert design, handbill & unboxing collateral, premium print production, lifestyle product photography integration, soft-touch finish packaging, repeat-purchase driver creatives, brand-consistent customer touch-points, and strategic graphic design for CBD, wellness, and direct-to-consumer retail brands.

Direct Mail Postcard & Drop Box

PRINT Design
Custom Digital Illustrations & Charts
Instant Comprehension Visuals

I crafted a series of custom digital illustrations and charts that transformed dense product information into instantly understandable visuals, eliminating the need for walls of text and delivering immediate clarity for customers. From initial research and user-testing sketches to final polished artwork, every icon, flow diagram, comparison layout, and visual element was hand-drawn and refined to guide the eye naturally, remove confusion, and highlight features, benefits, and differences in seconds.

These clean, brand-aligned graphics reinforced our commitment to approachable, user-first design, making complex lineups feel simple and approachable while dramatically boosting comprehension, confidence, and conversion at the critical point of decision. The illustrations served as powerful tools across website product pages, emails, social media, and sales materials, creating “aha” moments that turned hesitant browsers into informed, enthusiastic buyers.

This work demonstrates expertise in illustrated product charts, custom digital illustration, data visualization for e-commerce, user-testing & iterative sketching, brand-aligned infographics, comparison & feature flow diagrams, high-comprehension visuals, and strategic design that simplifies complexity for consumer goods, wellness, food, and retail brands.

Digital Illustration Design
Instant Comprehension Visuals
Custom Digital Illustrations & Charts

I crafted a series of custom digital illustrations and charts that transformed dense product information into instantly understandable visuals, eliminating the need for walls of text and delivering immediate clarity for customers. From initial research and user-testing sketches to final polished artwork, every icon, flow diagram, comparison layout, and visual element was hand-drawn and refined to guide the eye naturally, remove confusion, and highlight features, benefits, and differences in seconds.

These clean, brand-aligned graphics reinforced our commitment to approachable, user-first design, making complex lineups feel simple and approachable while dramatically boosting comprehension, confidence, and conversion at the critical point of decision. The illustrations served as powerful tools across website product pages, emails, social media, and sales materials, creating “aha” moments that turned hesitant browsers into informed, enthusiastic buyers.

This work demonstrates expertise in illustrated product charts, custom digital illustration, data visualization for e-commerce, user-testing & iterative sketching, brand-aligned infographics, comparison & feature flow diagrams, high-comprehension visuals, and strategic design that simplifies complexity for consumer goods, wellness, food, and retail brands.

Icon Creation

BRANDING DESIGN
Comprehensive Visual Identity Systems
Brand Style Guide & Branding Guidelines

As a branding specialist, I specialize in creating brand style guides and comprehensive branding guidelines that serve as the foundational blueprint for strong, cohesive brand identities. For a new product launch, I led the refinement of the brand and logo system, delivering a detailed brand style guide that ensures long-term consistency and professional polish across every touchpoint.

This brand guidelines document acts as the definitive reference for internal teams, external partners, agencies, and vendors — clearly defining typography systems, primary and secondary color palettes (with exact HEX, RGB, CMYK, and Pantone values), tone of voice, mission statement, logo variations, clear space, minimum size, correct/incorrect usage examples, and application rules for digital, print, packaging, signage, and social media. By preventing brand dilution and enforcing unified standards, the guide guarantees that every asset reinforces a recognizable, trustworthy identity.

The result is a polished, market-ready brand presence that builds instant credibility, strengthens recognition, supports scalable growth, and provides a solid framework for future creative work.

This project demonstrates expertise in brand style guide creation, comprehensive branding guidelines, typography & colour palette definition, logo usage rules, brand voice & messaging systems, multi-platform brand consistency, visual identity systems, and strategic branding for product launches, startups, and established companies.

View PDF

Print Design
High-Impact Marketing Collateral
Transforming Complex Offerings into Persuasive Narratives for Investors & Clients

As a senior graphic designer specializing in investor brochure design and client brochure development, I create high-impact marketing collateral that transforms detailed product information, technical specifications, and strategic value propositions into clear, compelling, and persuasive stories. Using Adobe InDesign, I design sharp, story-driven print brochures that deliver professional polish, immediate credibility, and lasting impressions during face-to-face meetings, investor pitches, and client presentations.

When broader reach and ongoing accessibility are required, I seamlessly convert the same layouts into fully interactive downloadable PDF brochures, complete with clickable navigation, embedded videos, hover effects, hyperlinks, and responsive formatting optimized for desktop, tablet, and mobile viewing. This print-to-interactive hybrid approach ensures maximum impact with zero additional design effort: luxurious, tangible print pieces that captivate in person, paired with always-on digital assets that continue generating engagement, nurturing leads, and supporting sales long after the initial meeting.

The result is powerful, multi-channel collateral that builds trust, drives conversions, and positions the brand as a credible leader in competitive markets. This work highlights expertise in investor-ready brochure design, client-facing marketing collateral, print-to-PDF interactive conversion, story-driven layout & hierarchy, Adobe InDesign mastery, high-conversion B2B materials, and strategic graphic solutions for financial, tech, professional services, and B2B brands.

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Website Banners

Website Banners

Website Packaging and Flavour Mock-ups

Website Packaging and Flavour Mock-ups

Website Packaging and Flavour Mock-ups

Direct Mail Postcard & Drop Box

Icon Creation

Icon Creation

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