virtual design for the baddest business in cannabis -superbad inc

role: visual designer & creative director

project: web design and marketing

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superbad inc. reached out and had only one question to ask... "how bad are you?"

They didn't mean the typical kinda bad. They meant the other kinda bad. You know "bad".

As in- are you bad enough to take risks? are you bad enough to go against the grain? are you bad enough to stand out in a crowd? are you bad enough to be shamelessly confident, yet humble and giving at the same time?

I knew instantly this wasn't going to be the typical brand experience- and they quickly proved me right. 

superbad was ready to make it's world debut- and they wanted to work alongside someone who could help them do so confidently- so we got to work. 

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the design challenge

We needed to create long-term, consistent content, and unique digital experiences to prepare superbad for everything from pitching investors and initial launch- to the first in-store product placement.

With a heavily saturated market, growing more competitive daily, we needed to really work on developing a personal understanding of the ideal consumer- and then transfer that knowledge into meaningful, connecting design. 

defining superbad inc.'s ideal consumer

The cannabis industry is one that seems very simple at first- until you're in it. And then you realize that the combinations of users are almost endless. 

Some cannabis users partake recreationally, some medicinally. Maybe for pain, or depression, or for appetite.

Some users are motivated by quality, inspired to try the latest hybrid strains and canna-tech. Others are incentivized by the best deals and care about little more than the best deal in town. 

I worked diligently to gain as much knowledge of the industry and its audience as possible and then revisited the personas to find similarities among them. 

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persona development
and consolidation

In comparing data from superbad users, I was able to find several key commonalities that allowed us to define 3 major recreational and medicinal cannabis personas. 

The general consumer- impartial, malleable, exposure-based. Reached through group experiences and word of mouth.

The Prosumer- seasoned, educated, precise, willing to pay. Reached through innovation, and attention to detail. 

and The Inexperienced consumer - oblivious, but intrigued. Reached through education and nurturing.

visual design

The traits that connected all of our users were

  • They were all searching for informative canna content

  • They were all actively engaged with their favorite brands or some form of canna content on social media

  • Transparency, honesty, and price were key determining factors when considering purchases. 

With these key demographic traits in mind, I went to work constructing visual media for the most active social media platforms - designing scroll-stopping, engaging, educational content meant to empower users. 

Content creation included several rounds of product photography, as well as a documentary-style media trip to the superbad inc. production facility in CA.


My friends over at superbad inc. are still growing in real-time, which means that all of the visual media we produced throughout the extent of this project haven't been released yet. 

Out of respect for their privacy and in accordance with usage protection rights set forth in our contract- I'm only showcasing select designs, photos, and video authorized for use by superbad inc.

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innovating superbad inc.'s brand for the
EmergeCanna Virtual Cannabis Conference

superbad is about more than simply community building. They're industry-disrupting, innovative, revolutionary! That's why they made the decision to become THE Platinum sponsor of the

1st ever EmergeCanna Virtual Conference. 

During this completely virtual, interactive cannabis experience- superbad entrusted me with booth development, visual design, character design, and even allowed me to spend a week networking with brand owners on their behalf in a 100% VR space.

It was truly an honor to design for a completely virtual setting alongside brands such as Wyld, Diesel, and Polyscience (endorsed by Tommy Chong)

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