State of Mind
The Challenge
First Stake
Develop a strategy for our new brand, from a principle of medically sound principles of cannabis farm-to-shelf sales and distribution, originating in the state of NY, and then expanding, state by state, to other retail locations and channels for customers.
The Solution
An Emerging Mindset
GIRVIN’s team created an executive forum for the medical and operational team, exploring—with our BrandQuest® workshop—the nature of their specialized cannabis production, well-making expertise, supply chain tactical plans, and the dreams and visions of the founders. Through the outcomes of the workshop, our designers created the core strategy and visual direction for the brand.
Strategy
Identity
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We worked with Tim Girvin personally, and his team in, one, a consensus-building workshop discussion, to get our point of view. And two, it helped us to get to a point of strategic direction for our brand: State of Mind; a city-by-city expanding retail plan for our better-for-you Cannabis program.
We’re starting in NY, as NewYork State of Mind. And three, he created ideas for our brand look and feel, finalizing our logo and monogram and which we are happily embracing, and implementing the results of our collaborations.