Project Title:
Ganja Glam: A Multi-Platform Lifestyle & Sub-Culture Ecosystem
Project Summary:
Developing a comprehensive brand architecture that bridges high-end streetwear, experiential events, and an independent record label, all unified under a cohesive visual identity rooted in cannabis and music sub-cultures.
Project Summary:
Developing a comprehensive brand architecture that bridges high-end streetwear, experiential events, and an independent record label, all unified under a cohesive visual identity rooted in cannabis and music sub-cultures.
Role:
- Creative Directo
- Lead Art Director
The Challenge:
The objective was to build a lifestyle brand that could authentically exist at the intersection of three distinct sub-cultures: premium cannabis, high-energy bass music, and high-end streetwear. The primary challenge was creating a parent-brand architecture (Ganja Glam) robust enough to house diverse sub-brands—like Lake N’ Bake (events) and Freshly Pressed Dubs (music)—without losing the ‘grit’ and authenticity required by Toronto’s nightlife and street scenes.
The Strategy:
I adopted a ‘Luxury Grit’ strategy, prioritizing high-fidelity production over standard merch. For the apparel, I directed the move to premium House of Blanks (270gsm/400gsm) to mirror the brand story of industry leaders like Supreme, designing 40+ unique graphics and managing high-stakes collaborations with brands like Polaris and Strains LTD.
Visually, I developed a high-contrast ‘Rave’ palette—deep cannabis purples paired with electric yellows—and a custom skull icon to serve as a recurring anchor. For live events like the Lake N’ Bake cruise, I designed the entire experiential flow—from branding the physical boat to creating ‘Brand Bingo’ engagement cards that incentivized attendees to interact with 150+ sponsored brands.
The Impact:
- Market Penetration: Successfully transitioned from digital-only to physical retail, with apparel lines stocked in prominent Toronto dispensaries.
- Digital Authority: Viral social media content strategy for live events, with peak posts reaching over 35,000 views and generating significant community engagement.
- Cross-Industry Scalability: Built a self-sustaining ecosystem that successfully launched Freshly Pressed Dubs, using a graffiti-inspired visual language (incorporating ‘drips’ to reference rosin/extracts) to cement its status as ‘Toronto’s newest and dopest label’.
