Online Cannabis Business Education Branding
In an effort to expand its cannabis market share, STRAINWISE® developed STRAINWISE® University. An online education solution for virtually every aspect of the cannabis industry.
Real World Cannabis Experience
STRAINWISE® created a two-channel online education system. One channel aimed at employee’s, the 2nd targeted cannabis industry entrepreneurs. Everything was covered. From the history of cannabis, basics of growing, selling, and general dispensary operation up to writing business plans, security systems, inventory auditing, and much more. All aspects of the educational experience were going to be approached from a real-world experience point of view. As such, the STRAINWISE® University brand needed to have a sense of trust and honesty inherent to it. At the same time, the brand was part of the STRAINWISE® family of brands and needed to be consistent with already established conventions.
The use of the KnockOut typeface was practically a requirement for the logotype. It has been the backbone of the STRAINWISE® brand since the beginning. It is a strong sans serif typeface that exudes stability and weight. The juxtaposition of Sentinel Semibold to it gives the logotype energy between the weight and size differences in the two fonts. The serifs of Sentinel increase readability and instill a timeless emotion to the logotype. Numerous educational institutions rely on serifed typefaces for this very reason.
Cannabis Education Imagery
STRAINWISE® as a brand has never been about “pot leaf” branding. The use of the stereotypical, cliched even, images such as crosses and cannabis leaves is not brand standard for STRAINWISE®. To that end, I aimed to elevate the STRAINWISE® University brand by adhering to those same brand standards. Wanting to echo the sense of stability, power, and steadfastness that the typography emanates, I explored different visual solutions for the primary logomark. My workflow lead me through several 1st level icons and images. Romanesque pillars and buildings, graduation caps, crests of various kinds. Ultimately, I returned to the roots of the STRAINWISE® brand. I reimagined the STRAINWISE® hexagon as a shield. A symbol of power, strength, and power, the shield is a timeless visual in higher education. The difference would be the styling of the shield to match the original STRAINWISE® logomark. The internal design, with some minor modifications, leant itself quite nicely to the new container shape. The colors were inspired by color psychology. Colors in the burgandy hues are often associated with higher class, elevated stature, and sophistication. All concepts associated with continued education and abstracts we wanted to be associated with the STRAINWISE® University brand.