Nirvana Center is a staple cannabis brand originating from Arizona and spanning across multiple state lines. As regulatory laws differ from state-to-state practices, the Michigan marketing initiative is unique and various efforts have been taken to better expand brand visibility across the state.
The primary focus involves adapting and improving upon existing brand qualities, creating a unique branding experience that follows guidelines and maintains previously advertised stipulations.
Video assets were also explored for various social media purposes. The intention was to maintain brand identity but improve upon static images in order to further draw attention and interest in the social media postings online.
Conducive research presents the idea that video elements oftentimes garner an increase in user attention and software engagement on a variety of social media sites. Adding a motion element in design can help improve user engagement, customer traffic, and loyalty retention online.
In addition to select marketing assets, product photos were also designed for e-commerce sales and SEO improvement. These assets were designed and pitched to be used across all twelve markets in the state of Michigan, improving visual brand identity online and user experience of the POS online ordering system.
The primary goal of these assets was to highlight the existing brand message and image of the Nirvana Center company; an instance to enjoy smoking and "stop and smell the flower." While the overarching theme was intended to mimic the "hip-hop" and "skater-like" style that often accompanies cannabis brands, particular focus was also placed on highlighting the iconic tagline that has been serving Nirvana Center since their initial opening.
"Stop and Smell the Flower."
A 3D animated mockup for potential advertising possibilities. Further rendering would be necessary to adequately portray the intended film environment; however, a low-poly render was necessary to assess improvement areas and identify animation solutions prior to final.
Social media story advertising was also a key focal point for marketing efforts in the company. Following an initial increase in available product, a new form of cannabis purchasing was introduced in the Nirvana market: Deli Rosin. Adhering to the previously stated iconic tagline of "Stop and Smell the Flowers," designs were intended to highlight the trademarked signature while introducing a new element that followed along the concentrate, "wax," side of cannabis; bees.
Initial concepts were first sketched before a small studio shoot was conducted, intending to acquire the necessary photo base for proper manipulation. In the end, the product highlights the new purchasing possibilities available at select locations, while also introducing new elements that can be further expanded upon in later marketing assets.
The initial sketch of the story idea.
The first image base for photo manipulation.
While a great deal of focus was presented on external marketing affairs in an effort to boost customer engagement, there was also a need presented for additional internal marketing assets. As a company that spans across the entire state, from border to border, there was a distinct lack of marketing elements that could highlight and improve communication amongst the entire company.
The focus and goal of these assets was to provide additional information and support from the corporate office to the smallest regional store in Michigan, boost company morale, and provide a happier, healthier work environment for all employees.
Altered to protect company privacy.
In addition to printed and digital internal assets, a pitch has been conducted regarding monthly video updates from the corporate headquarters to be viewed regularly by store employees, as well as additional training videos to further expand upon existing SOP company guidelines. Further action is in progress.