Project Role | Art Direction / DesignLeafly Market
Leafly was entering the CBD market at a moment when consumer trust was the real product. Everything on Leafly Market was verified third-party tested, delivering on its claims, because the category had a credibility problem. People were skeptical, and rightfully so. The visual identity had to earn trust without feeling clinical, and feel accessible without feeling cheap.
The Approach
I landed on lighthearted and wellness-forward: a visual world that felt like it belonged in someone's daily routine rather than behind a pharmacy counter. To reinforce the verification story, I developed a Leafly Certified badge system built from existing brand iconography โ a simple, recognizable signal that a product had been validated and could be trusted.
The System
With a two-week window from concept to delivery, the work had to scale fast. I art directed a composite-ready photography system with every product shot in isolation with built-in drop shadows, ready to drop into any layout without additional post. Alongside that, I built an illustration library sized for the breadth of the marketplace: functional, flexible, and consistent across every surface.
The deliverables included illustration guidelines, a detailed photography art direction deck, a brand photography library, and evergreen and campaign assets targeting two key demographics.
CD:Rob Stanton
๐ธ Ashley Genevieve
โ Elizabeth Mallory