The legalization of cannabis in Canada is one of the most economically and socially disruptive changes in our time. Business of Cannabis, an authoritative platform for news, analysis and insights into the industry of cannabis sector wanted to better communicate the challenges and opportunities that Canada’s licensed producers are experiencing. Ultimately, the goal was to help drive a larger conversation – and to do so through a traditional platform that informs the public as to what’s happening in the cannabis industry as its story unfolds.
Business of Cannabis engaged us with the idea of helping them create and bring to life an editorial style periodical. We started with its name, which was key: it had to connect back to the culture without being too “inside” or stereotypical, as well as reflecting elegance and wit. Thus Papers: A Rolling Guide to the Business of Cannabis was born. Because the industry is maturing, we designed Papers to convey the sophistication and potential of Canada’s cannabis sector. We engaged with illustrators Maia Boayke, Jeannie Phan, and Courtney Wotherspoon to create some truly unique and beautiful imagery. A refined icon system features throughout connecting articles together. The magazine is filled with different authors and creators, but flows from one page to the next seamlessly.
The inaugural issue of Papers is focused on the foundation of the cannabis sector: Licensed Producers. The layout is structured but leaves room for flexibility and creativity, and paves the way for future publications.
Brand Activation, Brand Articulation