Weedmaps
10 Days of 710 
(OIL) Campaign

CAMPAIGN DESIGN | IDENTITY | DIGITAL ASSETS

Weedmaps positions itself as an informative and supportive resource in the cannabis market. Their platform doesn't directly sell weed, due to legal restrictions, but that doesn't stop them from getting people excited. 710 is a day that's not as well known as 420, but still serves as a day for those who use cannabis products to connect and share. However there's alot of confusion about what 710 is, and where it originated, which we saw as an opportunity.

I worked with another designer on the brand team for this campaign, each of us coming up with an approach then discussing together before showcasing it to the team for feedback. Our combined approach is layed out below.

The repurposing of the weedmaps "smile" as a moment of campaign visual expression was an aspect that everyone latched onto. Incorporation of a drip like feel helped to underscore that this wasn't weed, but still something that followes would be interested based off logo alone. 

The overall visual look and feel evolved after we discussed with the team, the suggested purple was pretty distracting and didn't mesh with the 710 ripple warp I had pitched as a cohesive texture, and the team had really liked. We ended up with an H1 that was punched up via a psuedo isometric effect in black that we then hit again with white behind to guarantee contrast. The result was something that feels somewhat dimensional, urban, and bold, and served as a visual anchor on the posts.

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assets for 36 social posts / stories