Taking cannabis software company key visuals from good to great
Groweriq.com
The case
What's Groweriq?
GrowerIQ is a robust cannabis management software platform that assists licensed producers in increasing traceability, lowering operating costs, remaining compliant, and improving overall product quality management; however, their lack of quality control and production management of graphic design assets and guidelines makes it difficult to maintain the brand and product's competitive advantage.
My role in visual design
Andrew Wilson, the CEO of GrowerIQ, approached me in 2020 to take on the role of visual designer. My job was to create marketing materials that would effectively target their buyer personas and help GrowerIQ stand out at leading cannabis conferences in North and South America during their 2021 inbound lead campaigns.
The challenge
I had the challenge of developing a visually appealing marketing campaign while supporting web redesign investigations. I began by doing extensive research about the cannabis industry, the target market, and the company's values and objectives in order to achieve this. This gave me the opportunity to produce important graphics for the business and a design language that was in line with the brand's messaging. I then developed several revisions of the campaign to guarantee its success.
I undertook the duty of estimating the expense, time, and effort needed to accomplish the web redesign exploration in addition to planning the marketing strategy. This enabled me to anticipate the project's economic impact clearly for the company and save resources.
Relevant projects and
lateral productions
- Visual explorations and discovery for the website redesign.
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- Art direction and ideation of digital material for inbound lead generation.
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- Art direction and design of ads bundles for Google, Facebook and LinkedIn inbound lead generation campaigns.
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Business impact
- After implementing the design solution, I was able to generate a significant increase in inbound leads and engagement with the brand's digital channels, resulting in more sign-ups for the software's demo.
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- By analyzing the complexity, cost, and efforts required for the website redesign, I was able to provide the company with a clear forecasting of the project's economic impact. This helped the company avoid wasting resources and use those resources in further successful marketing campaigns.
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Reflections
- Conducting thorough research on the industry, target audience, and company's values and goals is essential for creating an effective marketing campaign.
- Developing a design language that is consistent with the brand's messaging helps to establish brand identity and increase brand recognition.
- Analyzing the complexity, cost, and efforts required for a web redesign can provide valuable forecasting insights and help to avoid wasting resources.
- As a designer, it is important to balance creativity with practical considerations such as forecasting, cost, and efficiency in order to achieve the best results for the company.
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