Passionate Ideas. Strategic Design.

Virid Group

Virid Group

Brand Strategy,  Brand Identity

Brand Strategy,  Brand Identity

Virid is a training, staffing, and consulting agency for Michigan’s growing cannabis industry. While Virid provides a wide range of HR related solutions, the company sets itself apart by the quality and education of its candidates. Virid provides first-class training from knowledgeable instructors in each of the industry’s main sectors – agtech, biotech, cultivation, retail, etc.

Virid is a training, staffing, and consulting agency for Michigan’s growing cannabis industry. While Virid provides a wide range of HR related solutions, the company sets itself apart by the quality and education of its candidates. Virid provides first-class training from knowledgeable instructors in each of the industry’s main sectors – agtech, biotech, cultivation, retail, etc.

Virid is a training, staffing, and consulting agency for Michigan’s growing cannabis industry. Virid provides first-class training from knowledgeable instructors in each of the industry’s main sectors – agtech, biotech, cultivation, retail, etc.

Client:  Virid Group

Client:  Virid Group

Client:  Virid Group

Client:
Virid Group

Agency:  Traction

Agency:  Traction

Agency:  Traction

Agency:
Traction

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Brand Strategy

Brand Strategy

While the cannabis industry is still very young, its presence in our culture is not. Our strategy for Virid sought to take advantage of this sentiment. In a preliminary examination of the company’s competition, we uncovered a trend – many, if not all, of the brands we examined, focused on the medicinal aspect of the product and lacked any defining character. We saw this as an opportunity to differentiate the brand, both from a strategic and visual direction.

For this differentiation to be authentic, we looked to Virid’s leadership team to help define the tonality of the brand. We ultimately came away with three words: Cheerful, Bold, and Energetic. As Virid’s CEO put it, “These words define the perfect employee in the cannabis industry.”

Following the discovery of the brand tonality, we set off to establish character. As we looked at the history of cannabis and culture, we rediscovered an era that not only embodied our newly crafted tonality but celebrated the use of marijuana is all forms: 1969.

While the cannabis industry is still very young, its presence in our culture is not. Our strategy for Virid sought to take advantage of this sentiment. In a preliminary examination of the company’s competition, we uncovered a trend – many, if not all, of the brands we examined, focused on the medicinal aspect of the product and lacked any defining character. We saw this as an opportunity to differentiate the brand, both from a strategic and visual direction.

For this differentiation to be authentic, we looked to Virid’s leadership team to help define the tonality of the brand. We ultimately came away with three words: Cheerful, Bold, and Energetic. As Virid’s CEO put it, “These words define the perfect employee in the cannabis industry.”

Following the discovery of the brand tonality, we set off to establish character. As we looked at the history of cannabis and culture, we rediscovered an era that not only embodied our newly crafted tonality but celebrated the use of marijuana is all forms: 1969.

While the cannabis industry is still very young, its presence in our culture is not. Our strategy for Virid sought to take advantage of this sentiment. In a preliminary examination of the company’s competition, we uncovered a trend – many, if not all, of the brands we examined, focused on the medicinal aspect of the product and lacked any defining character. We saw this as an opportunity to differentiate the brand, both from a strategic and visual direction.

For this differentiation to be authentic, we looked to Virid’s leadership team to help define the tonality of the brand. We ultimately came away with three words: Cheerful, Bold, and Energetic. As Virid’s CEO put it, “These words define the perfect employee in the cannabis industry.”

Following the discovery of the brand tonality, we set off to establish character. As we looked at the history of cannabis and culture, we rediscovered an era that not only embodied our newly crafted tonality but celebrated the use of marijuana is all forms: 1969.

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Design Approach

Design Approach

While the late ’60s and early ’70s contain many visual references, we looked to the quintessential elements that came to define that era. In our search for these elements, we collected a range of design from Woodstock tickets to cooking magazines. These instances not only served as a source of inspiration, but many are referenced directly throughout the brand identity.

Typography:  The primary typeface, Bookmania, is a redrawing and expansion of the 1960’s font Bookman. Our secondary typeface, Centra No. 2, references Futura, the font used on the 1969 Woodstock ticket. These two typefaces work in unison to conjure images of VW advertising and cookbook covers.

Color Palette:  While using green was an absolute necessity, we knew we wanted to implement a range of colors that referenced the psychedelic nature of hippie culture. The system features five colors, applied in varying combinations, with use dependent on the application. 

Illustration:  Inspired by 60’s magazine photography and wallpaper designs, our illustration is a scan from a 1920’s botany book of a cannabis sativa plant. With the help of a library in London, we were able to obtain a high-resolution scan of the illustration. Each instance of the illustration is cropped and colored specific to the application, rending each application unique.

While the late ’60s and early ’70s contain many visual references, we looked to the quintessential elements that came to define that era. In our search for these elements, we collected a range of design from Woodstock tickets to cooking magazines. These instances not only served as a source of inspiration, but many are referenced directly throughout the brand identity.

Typography:  The primary typeface, Bookmania, is a redrawing and expansion of the 1960’s font Bookman. Our secondary typeface, Centra No. 2, references Futura, the font used on the 1969 Woodstock ticket. These two typefaces work in unison to conjure images of VW advertising and cookbook covers.

Color Palette:  While using green was an absolute necessity, we knew we wanted to implement a range of colors that referenced the psychedelic nature of hippie culture. The system features five colors, applied in varying combinations, with use dependent on the application. 

Illustration:  Inspired by 60’s magazine photography and wallpaper designs, our illustration is a scan from a 1920’s botany book of a cannabis sativa plant. With the help of a library in London, we were able to obtain a high-resolution scan of the illustration. Each instance of the illustration is cropped and colored specific to the application, rending each application unique.

While the late ’60s and early ’70s contain many visual references, we looked to the quintessential elements that came to define that era. In our search for these elements, we collected a range of design from Woodstock tickets to cooking magazines. These instances not only served as a source of inspiration, but many are referenced directly throughout the brand identity.

Typography:  The primary typeface, Bookmania, is a redrawing and expansion on the 1960’s Bookman. Our secondary typeface, Centra No. 2, references Futura, the font used on the Woodstock ticket. These two typefaces work in unison to conjure images of VW advertising and cookbook covers.

Color Palette:  While using green was an absolute necessity, we knew we wanted to implement a range of colors that referenced the psychedelic nature of hippie culture. The system features five colors, applied in varying combinations, with use dependent on the application. 

Illustration:  Inspired by 60’s magazine photography and wallpaper designs, our illustration is a scan from a 1920’s botany book of a cannabis sativa plant. With the help of a library in London, we were able to obtain a high-resolution scan of the illustration. Each instance of the illustration is cropped and colored specific to the application, rending each application unique.

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Brand Identity

Brand Identity

The brand identity takes the aforementioned strategy/design approach and puts it to work. The primary logo, based on the typeface Bookmania, is a custom wordmark featuring the “Sprouting V.” The letter’s design is conceptually symbolic of the growth of business and of cannabis. As shown below, the V is used independently in select applications.

The brand identity takes the aforementioned strategy/design approach and puts it to work. The primary logo, based on the typeface Bookmania, is a custom wordmark featuring the “Sprouting V.” The letter’s design is conceptually symbolic of the growth of business and of cannabis. As shown below, the V is used independently in select applications.

The brand identity takes the aforementioned strategy/design approach and puts it to work. The primary logo, based on the typeface Bookmania, is a custom wordmark featuring the “Sprouting V.” The letter’s design is conceptually symbolic of the growth of business and of cannabis. As shown below, the V is used independently in select applications.

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The primary logo is a custom drawn wordmark based on the typeface Bookmania.

The primary logo is a custom drawn wordmark based on the typeface Bookmania.

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Brand Collateral

For the brand collateral, we focused on providing the user with a mix of simple and surprising executions. The main lot of the collateral features a center-focused design, reminiscent of many collateral programs from our era of focus. For some of the brand pieces, we focused on a singular color approach, while other pieces were executed in each of the acceptable color combinations.

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All collateral was printed on an uncoated, natural stock.

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Brand Extensions

Brand Extensions

Brand Extensions

Brand Extensions

In the brand extensions, we continued to build upon the design standards set with the collateral, while also expanding in the areas of messaging and tonality. Our approach to the copy was to be playful yet professional – engaging yet informational. We ultimately landed on words that could be used as double entendres such as growing, high, and handpicked.

In the brand extensions, we continued to build upon the design standards set with the collateral, while also expanding in the areas of messaging and tonality. Our approach to the copy was to be playful yet professional – engaging yet informational. We ultimately landed on words that could be used as double entendres such as growing, high, and handpicked.

In the brand extensions, we continued to build upon the design standards set with the collateral, while also expanding in the areas of messaging and tonality. Our approach to the copy was to be playful yet professional – engaging yet informational. We ultimately landed on words that could be used as double entendres such as growing, high, and handpicked.

In the brand extensions, we continued to build upon the design standards set with the collateral, while also expanding in the areas of messaging and tonality. Our approach to the copy was to be playful yet professional – engaging yet informational. We ultimately landed on words that could be used as double entendres such as growing, high, and handpicked.

In the brand extensions, we continued to build upon the design standards set with the collateral, while also expanding in the areas of messaging and tonality.
Our approach to the copy was to be playful yet professional – engaging yet informational. We ultimately landed on words that could be used as double entendres such as growing, high, and handpicked.

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Training Manual

Brand Extensions

Brand Extensions

Brand Extensions

Throughout the year, Virid hosts several day-long, educational training session titled, "Cannabis Industry Training." In these sessions, participants learn a wide variety of information about cannabis, including cannabis history, cannabis science, and cannabis law. While the manual is used throughout the training session, the participants can take home their copy following the course.

Our concept/design approach to the training manual included a few specific nuances that allow this to be a functional document while remaining true to the brand. First, the varying page sizes were implemented as a playful yet practical document navigation tactic. Second, the wide margins were designed to allow session participants to take notes next to relevant content. Lastly, we chose to bind the documents onsite with a silver wire-o. This bindery technique enables Virid to update the manual without significant reinvest in printing.

In the brand extensions, we continued to build upon the design standards set with the collateral, while also expanding in the areas of messaging and tonality. Our approach to the copy was to be playful yet professional – engaging yet informational. We ultimately landed on words that could be used as double entendres such as growing, high, and handpicked.

In the brand extensions, we continued to build upon the design standards set with the collateral, while also expanding in the areas of messaging and tonality. Our approach to the copy was to be playful yet professional – engaging yet informational. We ultimately landed on words that could be used as double entendres such as growing, high, and handpicked.

In the brand extensions, we continued to build upon the design standards set with the collateral, while also expanding in the areas of messaging and tonality. Our approach to the copy was to be playful yet professional – engaging yet informational. We ultimately landed on words that could be used as double entendres such as growing, high, and handpicked.

In the brand extensions, we continued to build upon the design standards set with the collateral, while also expanding in the areas of messaging and tonality.
Our approach to the copy was to be playful yet professional – engaging yet informational. We ultimately landed on words that could be used as double entendres such as growing, high, and handpicked.

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Microsite

Microsite

Microsite

Microsite

The brand microsite is a simple, one-page website that focuses on providing potential clients with basic information and a method to contact the company. This non-traditional, split-screen approach gave Virid the opportunity to introduce their visual identity while beginning to tell their story. With playful animation and modular content areas, the website has proved to be an engaging and useful tool for the training, staffing, and consulting agency.

The brand microsite is a simple, one-page website that focuses on providing potential clients with basic information and a method to contact the company. This non-traditional, split-screen approach gave Virid the opportunity to introduce their visual identity while beginning to tell their story. With playful animation and modular content areas, the website has proved to be an engaging and useful tool for the training, staffing, and consulting agency.

The brand microsite is a simple, one-page website that focuses on providing potential clients with basic information and a method to contact the company. This non-traditional, split-screen approach gave Virid the opportunity to introduce their visual identity while beginning to tell their story. With playful animation and modular content areas, the website has proved to be an engaging and useful tool for the training, staffing, and consulting agency.

The brand microsite is a simple, one-page website that focuses on providing potential clients with basic information and a method to contact the company. This non-traditional, split-screen approach gave Virid the opportunity to introduce their visual identity while beginning to tell their story. With playful animation and modular content areas, the website has proved to be an engaging and useful tool for the training, staffing, and consulting agency.

The brand microsite is a simple, one-page website that focuses on providing potential clients with basic information and a method to contact the company. This non-traditional, split-screen approach gave Virid the opportunity to introduce their visual identity while beginning to tell their story. With playful animation and modular content areas, the website has proved to be an engaging and useful tool for the training, staffing, and consulting agency.

© 2019 T. Sieting

© 2018 T. Sieting

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