Life is better with cannabis
Client
Liberty Cannabis
Studio
Humankind Studio
My role
Art direction
Design
Campaigns
Programmatic
OOH
Despite many states decriminalizing and legalizing cannabis consumption, the lack of American federal legalization means that a stigma still exists about who seeks out and uses the product. Liberty Cannabis dispensaries are working to normalize cannabis and create a safe, welcoming environment for those who partake.
Liberty makes no judgement. Their tagline simply states the truth: Life is better with cannabis. And cannabis is better with Liberty.
Reaching out
Since each state views cannabis and its advertising regulations differently, the tagline was perfectly flexible for announcing new store openings. In states that were newly legal, “life is better with cannabis” was a clear way to introduce the industry to communities. For markets that were already aware of cannabis’s diverse benefits, A/B testing proved that “[city] is better” resonated. A/B testing also indicated that bright colors gained the most traction despite originally thinking that markets would appreciate colors that tied in with local sports teams.
When joining a community, it helps to recognize and reach out to it. Billboards and t-shirts announced Liberty’s presence as employees regularly engaged in community service.
Location. Location. Location.
Every city is unique, so retail design and giveaways used a modified tagline to acknowledge local interests. Liberty brand colors were used in monochrome and duotone treatments to create a cohesive style across a range of photography and provide colorful dispensary decor.
