THE BRAND
I led the brand and campaign development for Let’s Talk Cannabis Maine where we helped parents overcome a daunting challenge—talking with teens about weed. The winning name sets up the brand to become a forum where parents can learn cannabis facts and two way conversation between teens and adults is encouraged.
THE LOOK AND FEEL
Talking with teens can be intense, so we developed a brand look that reinforced how we want parents to feel. From the soothing, yet bold, color palette to the friendly, rounded graphics the overall vibe is a combination of calm and confident.
BRAND GUIDELINES
I led the development of robust brand guidelines. They give directions for the writing tone of voice, communication dos and don’ts and the proper usage of brand imagery and iconography.
WEBSITE & TOOL KIT
Our parent audience is notoriously busy. With this in mind we designed the user experience so the most important information stands out. So, even if you just quickly scan the website, you are able to easily take away the most important facts and tips.
THE CAMPAIGN
Our graphics and messaging came to life in our launch campaign. We wrote and shot a video and radio encouraging parents to embrace the awkwardness of the cannabis talk. Across socials we encouraged parents to save and share our creative which contained tips on talking with teens about weed.
THE CAMPAIGN
We gave social concepts to our team of influencers for inspiration. They then came back to us with ideas that we workshopped with them before going into final production. Our highest performing video had more than x3 the views of our influencer’s most viewed video. When our content gets views and influencers see results too, that’s a win = win.
