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Historically, marijuana has gotten a bad rap. In collaboration with Common Citizen, founded by American musician Common, we turned this narrative on its head. We created a brand identity that both elevates and humanizes cannabis products across the spectrum. They brought us in at the beginning to kick-start their brand discovery and develop their brand’s image both digitally and physically. This included analyzing the competitive landscape and positioning the brand within it, as well as web design, web development, packaging design, and collateral design.