Maven Genetics is an award winning cannabis company based out of Los Angeles California, known for high-caliber cannabis with a focus on terpenes and rare strain cultivation.
I was hired on as a brand strategist to update and refresh their branding to feel more contemporary and unified across multiple channels, including their website, print, social media, and packaging.
I would utilize my graphic design, photography, and videography expertise in order to achieve and maintain a refreshed brand identity.
I began by doing research on the cannabis industry and performing a brand audit of the existing Maven Genetics brand through the utilization of customer surveys, industry data, online reviews, and site metrics.
Through my research and through guided exercises with the marketing team I gained a deeper understanding of the brand, its strengths, weaknesses, and where they wanted to go.
This discovery work culminated in a thorough Brand Guidelines document that set the standard for the Maven brand as well as defined a new direction which would go on to be incorporated thereafter.
With the brand wishing to become more appealing to a contemporary audience, I found it prudent to update the main font they utilized from Copperplate to Century New Gothic. This font was chosen to impress a more confident and less gaudy feeling on the audience by leaning on a sans serif font that feels elegant and elevated.
(Old branding and inconsistent designs)
(New strain description cards)
Along with a new main font, I outlined two new fonts that would all work in tandem to reinforce that modern luxurious feeling for the brand. In the brand guidelines I went on to define the hierarchy and function of each font.
One of my first opportunities to showcase the new brand identity was in the upcoming Fall Strain Collection. Compared to the previous season's Spring Collection, I aimed to expand the informational aspect the brand was known for while upgrading the presentation of the collection.
(Old Spring Strain Collection Announcement flyer)
I would go on to become their full-time graphic designer and continue to implement and iterate on the brand identity in order to refine it further.
Flyer Designs
Packaging Design
(Alchemy vape box designs)
Product Photography
T-Shirt Designs
Motion Graphics
(Alchemy title animated for website and product videos)
(Glimmer logo for global website header)
(About us page graphic)
(Animated terpene profile for website strain pages)
