Approach
Working in close collaboration with brand designer Melanie, we established the core brand foundations. I then led the expansion and operationalisation of the brand, translating the guidelines into a scalable digital system and applying it consistently across the company’s ecosystem.
As lead designer on a long-term retainer, I oversaw execution across brand, web, and marketing, while coordinating with internal teams and external collaborators to ensure alignment and consistency.
Key contributions
• Expanded the core brand guidelines into a comprehensive, scalable digital design system
• Led the redesign of the website and key landing pages to reflect the updated brand direction
• Applied the brand across social media, editorial content, and digital campaigns
• Designed presentation decks and sales materials for partnerships and commercial use
• Managed and mentored a junior designer, ensuring consistency and quality across outputs
• Collaborated closely with marketing, video, and development teams to implement designs effectively
Outcome and on-going collaboration
The refreshed brand system gave Herb a clearer, more confident visual voice across all digital touchpoints, supporting its positioning as a leading authority within the cannabis space.The long-term retainer structure allowed the brand to evolve cohesively over time, with design embedded into day-to-day marketing, content, and platform development.
This ongoing collaboration ensured consistency across campaigns, partnerships, and product updates, while allowing the visual identity to scale alongside the business.
