Provacan
Project Overview
Provacan is a CBD wellness brand built on the belief that nature offers some of the most effective solutions for everyday wellbeing. Provacan sits at the intersection of science-backed credibility and accessible, feel-good wellness - speaking to a growing audience seeking alternatives to traditional health products.
The rebrand presented an opportunity to move Provacan beyond its origins and establish a more refined, cohesive identity.
My Role
As the in-house designer, I have spent three years evolving and shaping Provacan's presence across every major touchpoint - from website and UI design to email marketing, paid and organic social, and printed collateral. Day-to-day, I'm responsible for building scalable design systems and modular templates that keep the brand consistent and efficient at pace.
CRM and Email Marketing
I own the full visual output of all CRM communications, designing campaigns and automated flows in Klaviyo that keep the audience engaged and converting in the background. Email accounts for over half of Provacan's yearly revenue.
To bring structure to the process, I built an end-to-end CRM workflow in Notion that maps campaigns around product launches and promotions, tracks live automations, and houses a running source of design inspiration from brands we admire. Alongside this, I developed a Figma component library, scalable templates, and a design system that ensures every email is produced efficiently and stays cohesively on-brand.
Website & UI Design
I own the visual output of Provacan's website, leading key projects including a full homepage redesign, a loyalty and rewards journey, and a more robust subscription model experience. A core part of the role is translating product features and updates into clear, engaging visual storytelling and intuitive UI that works for everyone.
Underpinning all of it is a Digital Design System I built to maintain a cohesive and scalable approach across every web touchpoint - ensuring that as the site grows, the experience remains consistent, considered, and distinctly on-brand.
“Elena’s design work has a beautiful balance of form and content. She is able to connect with audiences and develop impactful design compositions that make people feel something.”
- Stacey Pitsillides, PhD, Assistant Professor at Northumbria University