Overview of branding sections from persona to assets
Visual Brand Table of Contents
A stylish preview of the brand guideline’s content structure, featuring category breakdowns like design intent, typography, and social presence.
The Cream was a branding and product design initiative for a new cannabis company aiming to differentiate itself with a clean, fashion-forward aesthetic. I led art direction, logo refinement, and front-end development, working closely with a collaborative team to establish a visual identity that felt intentional, minimal, and high-end. We sourced logo drafts through Fiverr and refined them in-house, eventually producing two distinct logos for atmospheric and practical applications. From the product photography and model direction to the digital storefront and printed brand guidelines, every touchpoint was crafted to elevate the brand experience.
This project was made possible through Triple Crown.
A new cannabis product line was launching and needed an identity that stood apart from gritty or stereotypical design cues, instead embracing clean lines, fashion influence, and long-term brand cohesion.
The client wanted a refined look and feel to appeal to an audience that valued aesthetics and sophistication—without falling into the tropes common in cannabis branding.
We began by sourcing logo explorations via Fiverr to gather inspiration and establish direction, then refined the strongest marks into two versatile logo systems—primary and secondary. The visual system was then extended to product packaging, lifestyle photography, merchandise, and a web presence. I led all visual design and provided the photographer with a detailed lookbook to align the shoot. The result was a cohesive identity that felt polished and confident.
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Overview of branding sections from persona to assets
A stylish preview of the brand guideline’s content structure, featuring category breakdowns like design intent, typography, and social presence.
Overview of branding sections from persona to assets
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Brand signage and product hero shot
A peek into the physical environment of the brand, showcasing signage in a retail setting and packaging details for the vape cartridge.
Brand signage and product hero shot
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Three core brand colors with usage intent
The palette features gold foil, deep black, and a soft shade tone, all strategically chosen to support packaging contrast and hierarchy.
Three core brand colors with usage intent
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Lifestyle imagery and web layout plan
Combines model-forward photography with product presentation across web and social media platforms to reinforce brand storytelling.
Lifestyle imagery and web layout plan
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Establishing tone and audience connection
A dual-axis word scale that defines the emotional tone of the brand, leaning into dusk, golden hour, and sophistication while steering away from common or trashy impressions.
Establishing tone and audience connection
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Approved applications for clean visual identity
Demonstrates best practices in logo application including breathing room, placement, and size ratios, avoiding misaligned brand usage.
Approved applications for clean visual identity
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Common mistakes and misapplications
A visual guide of what not to do when using the logo—misalignment, improper ratio, and poor placement across layouts.
Common mistakes and misapplications
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Contextual use of primary and secondary marks
Details the scenarios for when to apply the primary logo or the secondary logomark, focusing on background contrast and visual clarity.
Contextual use of primary and secondary marks
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Vape product in context with model
A natural lifestyle shot capturing the essence of the brand—clean, bold, and wearable—used for promo or social content.
Vape product in context with model
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T-shirt and jacket lineup featuring product artwork
Merch drop featuring graphic tees and outerwear, styled in monochrome with embedded brand imagery for streetwear appeal.
T-shirt and jacket lineup featuring product artwork
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Close-up of the hard enamel pin alongside a styled jacket placement
A detailed view of the Cloisonné enamel pin product page showcasing merchandising strategy, styling, and material finish.
Close-up of the hard enamel pin alongside a styled jacket placement
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Compilation of designed brand collateral as of August 2018
A visual spread of all brand collateral designed to date, including apparel, digital, promotional, and retail presentation assets.
Compilation of designed brand collateral as of August 2018
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Model photography compiled to establish mood and tone direction
A curated mood board exploring urban lifestyle photography styles to align with the brand’s voice and demographic.
Model photography compiled to establish mood and tone direction
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Approved model selects for use in promotional and merchandising assets
Final model selects showing wardrobe, expression, and styling choices used across brand visuals and social platforms.
Approved model selects for use in promotional and merchandising assets
This project helped me understand how much a product’s visual language can shape how people connect with it. I wanted The Cream to feel refined and considered—something you'd be happy to display, not stash away. That meant focusing on clean structure, minimal color, and subtle gold accents to give it a sense of presence without overwhelming the design. It was the first time I truly saw the impact of intentional restraint. By stripping things down and letting the core brand elements shine, the result felt confident and grounded. It shaped how I think about balance—when to let the product speak quietly, and when to let the brand energy carry the conversation.
A fully realized brand system with web presence, merchandise, packaging, and physical/digital brand collateral.
The Cream product appeared in multiple Washington dispensaries, and the client promoted the brand through several events. I didn’t attend in person, but saw the results shared socially and through the team.
Rewarding and hands-on—this was a chance to help shape a new product from scratch, blending my design and direction skills while staying true to my aesthetic values.
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