Today we're showcasing a project that's lit, pun intended. LIT works to connect businesses across the cannabis supply chain. The current process is fragmented and complex, and LIT aims to change that by rebelling against current cannabis business processes and cannabis stigma. Jess Bright, an experienced graphic designer, specialized in illustration, was creatively in charge of LIT's visual identity.

The brand needed to widen its appeal to target B2B and enlarge its range of B2C users, so the balance fits with its recreational and medicinal use. The main logotype consists of a spark that lights up the industry. Like LIT does. The logomark is hand-drawn and conceived to work independently. The overall aesthetic needed to be defiant, knowledgeable, and authentic. Thus, Jess developed the visual brand with logos, colors, and typography to fit these three core values.

The designer also led the art direction, LIT's voice, illustration style, and digital concepts. For example, the 'gram among other social apps and promotional items allowed a more flexible approach as they directly link to the customer. Indeed, this opened up the graphics to mix in more fun elements for the recreational use market. Plus, maintaining the educational knowledge base for medicinal use.

The company aims to build an engaged cannabis community with education about cannabis as a medicine. They also want to include its recreational use across their website and social platforms. To do so, the designer worked on promotional graphics and merch, which allow the community to grow and share their knowledge and varied experiences.