CLOSE
Designing a cohesive brand and web experience for a cannabis and hemp retailer, supporting inventory management and seed-to-sale POS solutions.
Brand & Experience Design Direction
E-commerce, Brand Identity, and Visual Guidelines
Brand Development & Experience Design
Designing a point-of-sale and entry portal for an inventory management platform required balancing usability, compliance, and revenue goals within the cannabis industry. The product needed to serve multiple audience segments—operators, retailers, and new customers—each with different motivations and levels of familiarity.
My role was to define a clear experience system that aligned business conversion goals with user clarity and trust.
Strategy & Approach
The core challenge was navigation and intent. Different users were entering the experience for different reasons, but the previous system treated them the same.
I reframed the experience around distinct pathways. Each audience segment had a defined entry point and guided progression. Calls to action were structured as intentional funnels—either building credibility through education or guiding directly into the purchase flow.
This was less about redesigning screens and more about clarifying direction. When users understand where they are and where they are going, friction drops.
The homepage hero visually bridges the POS and inventory management products through a subtle animated transition. The motion is intentional—it communicates that the solutions are connected without overwhelming the user.
Micro interactions reinforce state changes and progress. Clear visual hierarchy reduces cognitive load. Every interaction answers three questions:
As an Art Director, protecting clarity and cohesion across the system was critical. Animation, gradient shifts, and parallax were used with restraint. They support the story; they are not the story.
Key features
Micro-animations and clear visual hierarchy guide users through their progress and actions, improving clarity and experience. Key features include an engaging sticky header, a comprehensive resources section, and a streamlined cart and checkout process with advanced payment options, ensuring a smooth transaction experience.
