In 2017, VC funding giant Lerer Hippeau (Giphy, Birchbox, Warby Parker, Casper, etc.) added cannabis tech startup, LeafLink, to their roster. Like most successful start-ups, LeafLink got off the ground with a solid product but little focus on branding. That’s not a criticism; it’s a smart start. With LH’s investment, they were ready for the next step.
Their identity—while not a bad design—wasn’t exactly uncommon in its configuration. The website was also doing little to demonstrate brand positioning and needed several improvements from a sales perspective.
Internally, the LeafLink team was using a rocket image to speak to the power of their tech. With the external focus on community, it seemed fitting to update their internal icon to keep both messages aligned and focused on the same goal.
We improved the way features are showcased with better presentation of content for readability and connection. Messaging pivoted toward themes of community and improving the customer’s business, not just the tech itself.
Another device used to streamline communication to our multiple audiences is color. By designating calls to action geared towards brands in blue and retailers in green, it’s easier for the visitor to take the appropriate action and reduce potential onboarding issues.
And, of course, the LeafLink site was built mobile-first for an optimal experience on mobile devices.
LeafLink boasts the greatest number of brands among their competitors. By showcasing brands by state, instead of a generalized group of logos, we give retailers an opportunity to see top brands they recognize from their area.
The showcase also encourages brands to join and be seen alongside their competitors.