All design projects

Outdated medical product rebrand

Lead design and campaign supervision for a full-funnel push to reposition legacy O3Air ozone generators—pricing, narrative, and coordinated marketing at Philozon.

Overview

While embedded with Philozon's marketing department, I joined a task force to move accumulated stock of an older medical ozone generator.

The strategy paired sharper pricing with an advertising and brand refresh for the O3Air line: clarify why the product matters, speak to each audience at the right funnel stage, then convert with consistent creative and clear CTAs.

Responsibilities & team

Position

Lead designer and campaign supervisor—creative quality, timelines, and strategy alignment.

Team lead

Coordinated designers and stakeholders across messaging, assets, and channels.

Content strategy

Narratives and channel plans with the right tone, proof, and CTA per funnel stage.

Design oversight

Reviewed layouts, digital pieces, and video direction for visual and verbal consistency.

Full-funnel marketing

Top of funnel — awareness

General public: educate on O3Air sanitization, capture leads, and bring people into the Philozon ecosystem.

Middle of funnel — consideration

Medical professionals: address pain points and position O3Air as a credible clinical investment.

Bottom of funnel — conversion

Commercial buyers and equipment owners: strong CTAs, upsell value, and support new sales.

Content marketing by audience

General audience

Approachable tone; landing page with WhatsApp CTA—clean air, fewer microorganisms, odour control.

Medical professionals

Technical language; differentiation, patient safety, and a compact O3Air manual for professionals.

Commercial establishments

Mixed tone; landing pages with reporting and WhatsApp—compliance, exclusivity, and ROI for guests.

Campaign creative

Selected visuals from the O3Air repositioning campaign.

Campaign deliverables

A cross-channel toolkit supporting the repositioning and sales push.

01

Web & owned content

  • Mailing-list series
  • Product and landing pages
  • Reports landing page
  • Website banner
  • Blog and scientific articles
02

Paid, social & lead gen

  • Digital ads and lead-generation campaigns
  • 13 informative and commercial social posts
  • Reels — how to use the equipment
03

Video

  • YouTube and on-platform videos
  • Technical, presentation, and commercial cuts
  • Application-focused video series
04

Sales enablement & events

  • PDFs for professionals and applications
  • WhatsApp cards
  • Assets for sales team and representatives
  • Private online event

Landing page

A dedicated landing experience to promote the product and campaign.

Summary

What the rebrand enabled

The work tied pricing, narrative, and channel plans together so O3Air could be repositioned without losing medical credibility.

From landing pages and ads to video, PDFs, and sales-enablement stories, the campaign gave the team a single system to execute against while legacy stock moved through clearer messaging and stronger CTAs.