Leafly
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Leafly *
PROJECT TYPE: Brand Design, Client Work
ROLE: Art Director, Illustrator
TEAM: Christina Sheffey, Alex Tafur, Jonathan Dillard
How do we unleash Leafly’s POT-ential?
Context:
Leafly is one of the world's leading cannabis discovery platforms, helping millions of people navigate products, strains, and dispensaries with confidence.
The Challenge:
Help the brand win new markets on the East Coast as marijuana becomes legalized in new states.
The Opportunity:
We built a campaign around Leafly's positioning as the approachable nerds of cannabis—knowledgeable guides who make discovery easy and fun. Lush visuals paired with clever copy brought this personality to life, connecting with everyone from first-timers to seasoned enthusiasts.
The campaign extended into branded merchandise, including a custom pool float designed for maximum 4/20 relaxation.
The 4/20 campaign included a print placement in Gossamer, a cannabis culture magazine known for its artful aesthetic and young readership. This particular issue featured a space theme and a distinctive design element—die-cut holes printed through the center of each page.
I developed an astrological concept that connected readers’ zodiac signs to their ideal cannabis strains and created custom illustrations for each sign. The interactive design invited readers to explore the chart and discover their match, then scan the QR code to order directly through Leafly's website—turning celestial curiosity into conversion.
Gossamer Magazine