Loosh Brands:
Branding & Media Creation

The Client

Loosh Brands is a versatile production platform creating a wide range of cannabis edible products like chocolates, gummies, and more. They collaborate with industry leaders, promote cannabis culture, and focus on craft quality at a commercial level. Currently, they have and work with six different brands that they promote and sell to dispensary retailers across Canada.

Project Overview

Over the course of 9 weeks I provided the business with creative, thoughtful and serious contributions while working on a variety of assigned strategic design, ecommerce and marketing initiatives.

I conducted a research analysis through two current state analysis's and media research. I also created brand guides that directly impacted my media post design strategy. Through collaborative feedback I redesigned two B2B sell sheets and designed a prototype for the 'Censored Edibles' ecommerce website.

Process:

Comparative Analysis

Current State Analysis

Brand Guides

Wireframes

Prototype

Social Media Posts

Video Editing

B2B Assets

Tools:

Adobe Premiere Pro

Adobe Photoshop

Adobe Illustrator

Adobe XD

Procreate

Canva

Problem

Loosh Brands wants to unify their brand identities across their B2B, and media assets, as well as redesign 'Censored Edibles' Shopify website.

Solution

Utilize research-based methodologies to provide informed B2B sell sheet and Shopify website design. As well as create brand guides informed from researching current brand assets, voice, and tone.

Result

Reconstructed and designed a B2B sell sheet and website that is engaging and connects more closely to the brand identity. Created brand style guides with media post examples to ensure consistency between the whole team.

Research Analysis

My first plan of action was meeting with Loosh Brands to establish the projects and their expectations for the next 9 weeks. With project deliverables defined I began working on various research approaches that would help inform my strategy for all projects; The B2B sell sheet, Shopify ecommerce re-design, and six brand style guides.

Current State Analysis

I preformed a typical current state analysis for both the current sell sheet design Loosh Brands was using, as well as an analysis of the current 'Censored Edibles' ecommerce site.

For the brand guides I utilized the Loosh's instagrams and existing websites (if available) for each of the six brands to inform my understanding of the brand identities.

What I Looked For

Utilizing design heuristics I looked for aspects of the sell sheet and website that are working well for the business, as well as areas that could be improved such as content inconsistencies and the location of interactive elements.

For each brand identity I focused on establishing the tone and voice of each brand and analyzed which type of posts were received well and engaged with by users.

Sell Sheet Analysis

Ecommerce Analysis

Brand Centered Approach

As one brand over seeing six separate brands, each with their own identity, Loosh Brands was in need of some way to cohesively list out the expectations of each brands feel. I analyzed current brand assets to break down the logo options, colour palettes, typography, components, and voice and tone of each brand. These brand guides can now be passed onto each current and new team member to ensure consistency across future designs.

Written Content

Moodboards

How to Use

Each brand style guide includes a written explanation of each slide. This gives the team a simple understanding of each brands motives and intentions.

Featured on the last page of each brand guide is a collage of images that represent various visual elements that help give team members a quick understanding of the visual feel that should be present in media designs.

As Loosh Brands works with a lot of interns, the main use for the brand guides is to ensure all designs can be created with brand identities in mind. The guides are short and concise to deliver the material in an easily accessible manor.

ABX Style Guide

Putting Together Strategy

Concluding the research of each project I began brainstorming concept ideas, sketches, and wireframes to meet with the team and confirm directions and adapt based on feedback. After rounds of revisions I created both an Ontario and Alberta sell sheet to meet the needs of each province, and in Adobe XD I created a prototype for the ecommerce site. Additionally, I created various social media posts utilizing the information from the brand guides.