Project Details
Duration
16 Weeks
Team
1 Designer
Role
Graphic & Web Designer
Category
Internship
Overview
As the sole designer at The Woods Cannabis, a startup in the cannabis industry, I led the design efforts, working closely with management and developers to create impactful digital experiences. This case study focuses on the design of two key web pages:
Partnerships Page – A lead generation page for potential business partnerships
Branch Pass Program – A gateway to the loyalty membership platform
Both pages were designed for desktop and mobile, ensuring an optimal experience across all devices.
Both pages were designed for desktop and mobile, ensuring an optimal experience across all devices. Additionally, designing for The Woods Cannabis required strict adherence to Ontario’s cannabis advertising regulations, ensuring compliance while maintaining an engaging and user-friendly experience.
1.0 Partnerships
The Partnerships Page was designed to attract and convert potential partners by clearly communicating the benefits of collaboration with The Woods Cannabis.
1.1 Key Design Considerations
The Partnerships Page was designed to attract and convert potential partners by clearly communicating the benefits of collaboration with The Woods Cannabis.
Clear Value Proposition
Highlighting partnership benefits in a structured and digestible way
Engaging Visuals
Using a modern minimal aesthetic that aligned with the brand’s identity
Lead Generation
Providing a seamless way for potential partners to get in touch
1.2 Solution
The page was structured to generate leads, starting with a minimal and straight forward approach, followed by key benefits. A simple yet engaging layout that led to a form for easy inquiries.
2.0 Branch Pass Program
The Branch Pass Program page served as an entry point to The Woods Cannabis loyalty membership platform, showcasing the perks of joining and guiding users through membership tiers.
2.1 Key Design Considerations
The Partnerships Page was designed to attract and convert potential partners by clearly communicating the benefits of collaboration with The Woods Cannabis.
Tiered Membership Display
A visual tier system to help users understand rewards
Engaging Visuals
Minimal and clear call-to-action for users to sign up
Responsive Design
A seamless experience as the majority of users enter through their phones
2.2 Solution
The page was designed with a clear purpose, starting with an engaging introduction, followed by a tier list, and loyalty perks mentioned along the way.
Cannabis Advertising Guidelines
Designing for The Woods Cannabis required strict compliance with Ontario’s cannabis advertising regulations, which include:
No appealing to minors – Designs avoided bright colours, playful imagery, or language that could attract underage users.
No promotions of lifestyle benefits – Content focused on facts and membership benefits rather than suggesting cannabis enhances social or personal success.
Limited product depictions – Any product representation had to be subtle and compliant with legal standards.
I ensured all webpage designs followed these guidelines while still maintaining an engaging and brand-aligned experience.
Outcome & Impact
The final designs successfully aligned with business goals, leading to:
Lead Generation
Increased lead generation through the Partnerships Page
Increased Sign-ups
Higher engagement and sign-ups via the Branch Pass Program page
Positive Feedback
Positive feedback from stakeholders on the usability and aesthetic
Key Learnings
This project taught me a lot from the importance of communication in a startup environment to designing under legal restrictions.
Balancing Aesthetics
Balancing brand aesthetics with functionality ensures a seamless user experience.
Communication
Working closely with management and devs from the start helps streamline execution.
Legal Restrictions
Understanding legal restrictions is crucial when designing for regulated industries.