The Challenge

Be: The Cannabis Store sought to move beyond being just another dispensary. The goal was to create a bold, engaging, and millennial-friendly brand that redefined the cannabis retail experience—bridging education, lifestyle, and premium product offerings.

Starting with just a standalone logo, the challenge was to expand it into a fully developed brand ecosystem—from visual identity and digital presence to motion assets and physical touchpoints.

Brand Identity: Crafting a Distinct Visual Language

To set Be: apart in a saturated market, I developed a modern, vibrant, and sophisticated brand system, carefully balancing playfulness and credibility.

• Brand Guidelines: Established a structured yet flexible system, defining typography, color palettes, iconography, and layouts to maintain brand consistency across all platforms.

• Poster Design: Designed a striking series of posters that merged bold typography with abstract cannabis-inspired graphics, creating high-impact visual storytelling.

• Merch/Swag Concepts: Conceptualized apparel and accessories that turned customers into brand ambassadors, ensuring a lifestyle-driven presence.

Motion & Digital Marketing: Driving Awareness & Engagement

To amplify Be:’s presence, I developed dynamic motion assets and a targeted social media strategy.

• Social Media Templates: Designed adaptable templates for Instagram and TikTok, focusing on education, community building, and product highlights—aligning Be: with millennial and Gen Z cannabis culture.

• Motion Design: Created short-form animations and looping motion graphics to enhance engagement across social channels and digital ads.

• Content Strategy: Implemented a cohesive digital marketing approach, ensuring brand storytelling was visually compelling, informative, and culturally relevant.

UI & Digital Presence: Enhancing the Customer Journey

The cannabis retail experience needed to extend beyond the store—so I designed UI prototypes for a seamless online experience.

• Website Prototypes: Crafted a modular UI system for desktop & mobile, focused on product discovery, educational resources, and event announcements.

• User-Centric Experience: Ensured a clean, engaging layout, making it easy for users to browse products, explore educational content, and stay connected with the Be: community.

The Impact

By transforming a single logo into a fully realized brand, Be: The Cannabis Store successfully established itself as a modern, premium cannabis retailer with a compelling brand voice, an engaging digital presence, and a design system built for longevity.

From print and merch to UI and social media, the brand now connects deeply with its millennial audience, setting the stage for long-term market success.