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Building a community to strengthen the growing cannabis industry
Art Direction | Design | Branding | Strategy
A member services organization for the cannabis and hemp industries, botaniCo provides purchasing power and exclusive access to its elite network of trusted suppliers. Devotion to community enables botaniCo to provide members an array of cost-saving solutions on products and services for the sustainable growth of their businesses.
We were tasked with developing all touchpoints of the brand experience. I art directed and led a team through the entire project from concept to execution. We identified the importance to demonstrate empathy for the pain points of running a cannabis business with the government's ever-changing regulations in addition to the typical challenges of operating any successful business. So we built a brand strategy, identity system, and messaging around a spirit of community, approachability, and connectivity. To differentiate the brand, we avoided cliche and overused visuals of cannabis leaves and a green palette. We created a web experience that was informative and empathetic to its two unique audiences: Members and Suppliers. Plenty of illustrations, landscapes, and bright hues immerse users in an atmosphere that sets a mood of community and growth. Finally, we designed collateral and a physical activation with the same ethos.
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