Hewlko News - Branding an emerging industry
Branding an emerging industry.
Established in 2019, CannaBuild is a construction company that builds complete turn-key facilities for the cannabis industry. This client brought together knowledge from running a successful construction business with a team that was custom selected to service the unique needs of cannabis facilities.
Phase 1 - Branding
When we kicked off the project with a brand workshop the name CannaBuild was an option, but not finalized. So gathering in depth information about the business was important to make an informed decision and was key to the projects success. The workshop included service offering, target audience, core value exercises and a name exploration study. These exercises provided us with the strategic framework to be confident in the name choice and develop the logo and brand elements. The graphic element of the logo is a simple and bold “C” monogram. It reflects a strong, hard-working and consistent tone to the brand. The dash underneath provides a platform representing the foundation the “cannabis industry” rests on.
Phase 2 - Website
The goal of the website is to reflect professionalism, depth of industry knowledge and express that this company truly partners with their clients. To reach this goal we conducted a website workshop to map out the customer journey for each target audience identified in phase one and created a plan with roles and responsibilities for each party. From here we hired a copywriter and photographer to provide the tone of voice for the brand along with showing the actual people that you would be working with if you choose CannaBuild for your project - putting a face to the brand.
Results:
A professional website and marketing collateral allows the sales team to begin actively promoting their services. The website is SEO optimized and has specific buttons and CTAs (call to action), that begin to funnel the customer depending on their needs.
The Project
Brand workshop
Logo development, stationery and guides
Website workshop
Art direction of photography
Copywriting
Q&A with Steve Whittington
Executive Vice President, Managing Director, Speaker and Author
Steve has just released his first book Thriving in the Customer Age, he’s climbed Mount Everest, is raising three phenomenal children with his equally impressive wife Katie, he is on multiple boards and has more accreditations than I can list in this intro. This Q&A is an inspiring must read!
CONTINUE READING
Responsibility Matters Photoshoot
An image from a weekend photoshoot with Responsibility Matters was taken in Studio 1130 this month with the talented Kaitlin Moerman. These images will go miles in adding vibrancy to the new Responsibility Matters website, help tell the story of the brand and what it looks like to work with them.
VIEW KAITLIN'S WORK