Broadside: Experimental type is the basis for this brand as it began with an experimental typography broadside containing information for the conference. Though this conference is more for business than it is pleasure, I wanted to still convey that playful grooviness that we all associate with cannabis. The letterforms that make up “cannabis” are dispersed throughout the composition to create more dynamic visual texture, in addition to the overlay of some of the body copy on those letterforms. The letterforms are also warped ever so slightly, which was a choice made after the broadside had been completed and the logotype had been decided.
Logotype: The logotype, which then influenced the broadside retroactively, contains wavy warped type with the introduction of an icon of a marijuana leaf, as well as the date. I wanted to include the date to make this brand very specific for this event at this location.
Name Tags: Translating this identity across different platforms, the name tags for the event contain all of the same type treatment, but the logotype instead loses the date and the marijuana leaf begins to act as an anchor for the brand. The tags differ in color depending on whether or not you are a guest or a speaker.
Instagram Campaign: The Instagram posts introduce the use of photos, and they play with the warped typography when displaying the speakers and a testimonial from past conferences. The very dark green, almost black shade is derived from the photo and translates to the dark type on the broadside as well.
Website: The website’s splash screen contains the same imagery used in the Instagram post and acts as the first instance of seeing the logotype in its entirety. When you enter the website and reach the home page, the logotype loses the marijuana leaf and the date in order to function better when at a smaller size. The white background allows the information to breathe, and the use of overlapping of text and image calls back to the overlap happening on the broadside.
Motion Logo: The final brand asset is an animation of the logotype that focuses on using the marijuana leaf to rotate and scale as the anchor of the lockup. This could function on the splash screen on the website, or even in an instagram post.