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“Turning Two New Leaves”

(Est. 2015) “Serving over 400 brands and 1,700 retailers across 6 states, LeafLink is the largest marketplace for wholesale cannabis. LeafLink streamlines the ordering process, simplifies communication, and helps sales reps and purchasing managers spend less time on busy work. With a robust online marketplace, CRM, and order management tools, we’ve created a centralized sales engine to help you manage and grow your business.”

Design by
Works Progress (Norfolk, VA)

Related links
Works Progress project page

Relevant quote
In 2017, VC funding giant Lerer Hippeau (Giphy, Birchbox, Warby Parker, Casper, etc.) added cannabis tech startup, LeafLink, to their roster. Like most successful start-ups, LeafLink got off the ground with a solid product but little focus on branding. That’s not a criticism; it’s a smart start. With LH’s investment, they were ready for the next step.

Their identity—while not a bad design—wasn’t exactly uncommon in its configuration. The website was also doing little to demonstrate brand positioning and needed several improvements from a sales perspective.

The leaves are still slightly present in the redesign, but now we’ve also got a monogram—to support name recognition—and a collaboration element speaking to LeafLink’s real strength: community.

Images (opinion after)

New Logo and Identity for LeafLink by Works Progress
Logo.
New Logo and Identity for LeafLink by Works Progress
Logo concept.
New Logo and Identity for LeafLink by Works Progress
Buttons.
New Logo and Identity for LeafLink by Works Progress
Tote and t-shirt.
New Logo and Identity for LeafLink by Works Progress
Illustration style. “Illustration was a preferred direction because it helped further differentiate LeafLink from competitors and infuse the brand with elements of joy and ease. More importantly, it enabled us to create scenes that integrated brands and retailers in the same physical space-suggesting LeafLink’s role in joining, supporting, and strengthening the cannabis business community.”
New Logo and Identity for LeafLink by Works Progress
Rocket animation. “Internally, the LeafLink team was using a rocket image to speak to the power of their tech. With the external focus on community, it seemed fitting to update their internal icon to keep both messages aligned and focused on the same goal.”
New Logo and Identity for LeafLink by Works Progress


New Logo and Identity for LeafLink by Works Progress
Online presence.

Opinion
The old logo was passable but its main issue was how visually weak it looked, with its very thin font weight and tiny leaves that looked more like mint leaves than marijuana. The new logo sort of keeps the leaves but not really and instead focuses on the “link” part of the name by creating an “ll” monogram-slash-ligature that conveys the idea of bringing things together and of collaboration. My first instinct was to think that this was missing some overt graphic acknowledgement of marijuana but the brands that populate the LeafLink world already do that so this can take a step back and look more like a tech enabler. The wordmark, in standard geometric sans, is nice but nothing too exciting. The illustration approach in the applications is good; with a slightly more grown-up vibe than the usual illustrations we see. Overall — if you compare it to their old online presence — this is a big improvement that gives the organization a lot more personality and doesn’t look like some productivity tool website.