Visual Storytelling for a Brand & Website Launch
Roger Rangel
Verified
SecondKind — Launching the Postbiotic Era through Visual Storytelling
SecondKind is a science-backed wellness brand redefining gut health through postbiotics — the compounds your body actually uses, not fragile bacteria it struggles to keep alive.
The challenge was to introduce a new category with clarity, trust, and emotional resonance — balancing clinical credibility with a calm, human, premium aesthetic.
The Challenge
Most gut-health brands rely on noisy claims, complex science, or overly “biohacker” visuals.
SecondKind needed to do the opposite:
Communicate why postbiotics are different
Build immediate trust through restraint and clarity
Feel modern, grounded, and emotionally intelligent
Work seamlessly across web, product, and content
The brand had to feel like the future of gut health, without feeling cold or experimental.
We tried everything - probiotics, powders, endless fixes, but nothing worked. Then we discovered postbiotics: science-backed compounds your body actually uses to feel clear, calm, and balanced again.
— Remy, Founder
The Approach
I collaborated with the SecondKind team to shape the core visual narrative that would anchor the brand.
My focus was on translating the science of postbiotics into a cinematic, intuitive experience — something viewers could feel even before fully understanding the biology.
Key principles:
Calm, confident pacing
Minimalist composition
Human-first storytelling
Visual metaphors aligned with balance, clarity, and internal harmony
The hero video was designed to become a central storytelling asset, informing the look and feel of the website, product pages, and future campaigns.
Full Video: https://secondkind.com/
The Execution
Hero Film — Visualizing Postbiotic Balance
Produced the main hero video for SecondKind, designed to:
Introduce the concept of postbiotics without jargon
Establish trust through tone and restraint
Reflect the brand’s scientific rigor and emotional intelligence
The film focuses on balance over hype, using subtle motion, texture, and rhythm to mirror how postbiotics work inside the body — stable, effective, and calm.
Brand & Platform Integration (Collaborative)
Alongside the hero film, the SecondKind team developed:
Product visuals and packaging
Website design and UX
Educational content and lifestyle imagery
The hero video was crafted to integrate seamlessly across these touchpoints — reinforcing consistency between science, story, and user experience.
Like this project
Posted Dec 15, 2025
Developed the hero film and visual narrative for SecondKind’s brand launch, collaborating closely with the team to support the website, product, and visuals.
Likes
0
Views
1
Timeline
Nov 10, 2025 - Ongoing
Clients
secondkind
