MERRY JANE
Rebranding & Website Revamp Agency: Merry Jane Role: Creative Director MERRY JANE is a cannabis media & lifestyle company -- part ad agency, part digital publisher. With Snoop Dogg as a founder and contributor, MERRY JANE had some bad-ass cred as a trail-"blazer" in the cannabis industry. But it was clear to me that the brand needed a major refresh. |
Its voice and visual identity felt flat and outdated. The flagship dot-com looked like the Washington Post, not a cutting-edge source of pop culture and cannabis news. The site focused on serious, longer-length articles, even though we produced fun photo galleries and videos with celebs like Snoop and Seth Rogen. So I wanted to create a bold, memorable identity that would appeal to a wider audience and cut through the noise. I oversaw the rebrand, supervising a team of Editorial, Design & Product.
Bolder Color Scheme - I changed it from black font on white to white font on black, and added 3 bright, eye-catching accent colors.
"Read / Watch / Swipe" Format - I revised the homepage to feature Articles, Videos & Photo Galleries. "High Five" - to increase clicks, I spotlighted the top trending articles. |
Shorter Articles - I focused on snackable content that's easier to consume, leading to more pageviews and time-on-site.
Original Artwork for the Masthead - I commissioned a series of original art pieces, so we'd have an eye-catching variety of rotating mastheads. |
I also reimagined the Newsletter, revising the style and tone to reflect the new brand identity - bold, eye-catching colors, fun graphic elements, and sassy language to really sell the site: