PROJECT TYPE: Brand Design, Client Work
ROLE: Art Director, Illustrator
TEAM: Christina Sheffey, Alex Tafur, Jonathan Dillard
YEAR: 2023
How can we unlock Leafly’s
POT-ential in an expanding market?
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:
To expand Leafly’s presence by winning new markets on the East Coast as cannabis legalization advances, while solidifying its strong brand foothold on the West Coast.
The Opportunity:
We developed a campaign that positioned Leafly as the approachable cannabis experts—the friendly nerds who make discovery simple and enjoyable. Combining lush, vibrant visuals with clever, engaging copy, we brought this personality to life, resonating with everyone from curious newcomers to seasoned connoisseurs.
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.
