Cannabis Cares

The City and County of Denver needed help with branding Cannabis Cares, a new program that assists marajuana businesses with their required community impact plan. We developed a brand for the program, which included a badge system to help incentivize greater levels of participation.

Client: City & County of Denver
Agency: AOR
Art Director: Kellie Viola

We started with a simple typographic treatment for the program that could serve as the base for the logo system.

Utilizing this script typeface and green color palette aligned well with the industry and provided a distinct personality for the brand.

From there, five badges were developed that reflect the opportunity for accomplishments within the system.

Buisness owners now receive these badges after they have met the required criteria and can display them on their website, social media, in-store, and on packaging to promote their achievements. For example, this Sustainability badge is awarded to businesses that invest part of their proceeds in programs supporting a better, healthier environment.

An additional framework was developed for those who had accomplished three or more badges to denote their high achievements.

The Advocate badge is awarded to those who receive three or four badges, while the Champion badge is reserved for those who have accomplished all five. This helps to “game-ify” the system and promote higher levels of participation.