Multi touch-point campaign. Associate Creative Director . 2019 – 2020
ECD: Cass Zawadowski . ACD: Karen Oakley . Copywriter: Brian Freitas . Design Director: Mike Butler . Art Director: Freya McIsaac
The new FIGR Go Sessions.
In 2019 and 2020 we took on the task of organizing the complex world of cannabis with FIGR. A cannabis brand from PEI that had been growing rapidly since legalization in 2018. I oversaw all the creative on this rebrand, from the original concept and research to working with the clients and partner agencies. I was also in charge of a small team of talented designers, art directors and copywriters who really nailed the tone, look & feel. This rebrand touched every part of the brand from sell sheets, packaging and signage to the campaign that introduced the new lineup to Canadians.
Organizing the lineup.
With over 20 strains in their portfolio, FIGR needed a system that allowed them to organize their flower, vapes and oils. We found a way to create a system inspired by the effect that you can expect from the strains in that grouping. From Easy and Chill all the way to the rambunctious Elevate. Colour also played a role with calming colours making up the calmer more “sleepy” strains and reds and yellows making up the more energized strains. But, hey, we aren’t experts, so we tested, and tested and then tested again. This final lineup represents close to six months of extensive research with enthusiasts and budtenders.
Illustrating the effect.
At the category level, we created illustrations that reflected the expected effects of the strains. Wanna hang on the couch, you want “Go Chill. Need to get some work done, try ”Go Steady”. Ready to be creative, “Go Play” will get you there. Time to party? Time for “Go Elevate”.
At the strain level, we created unique terpene wallpapers that focus on the flavours and smells of flower.