CASE STUDY
LadyJane Branding was new. It offered cannabis entrepreneurs a Brand Discovery Process: a way to find a brand's character and stand out in a market where every product was starting to look the same.
But an agency that promises to make brands unforgettable has to be unforgettable first. The launch could not be a logo and a website. It had to be an argument you could walk into, one that held up on a show floor with tens of thousands of people and a thousand competing booths.
The Idea
Cannabis marketing had a habit of talking to one imaginary customer: a vague, stereotyped consumer who did not exist. LadyJane's whole premise was the opposite, that strong brands are built for real, specific people.
So the booth put those people on the floor. A cast of life-size cut-out figures represented the actual demographic segments of the cannabis consumer, each one distinct, styled, and impossible to mistake for a stereotype. The invitation was personal: which one is you?
Find your archetype, and you understand, in a second, exactly what LadyJane does for a brand.
The Work
Glen Hawkins created the LadyJane brand and the booth that launched it: the logo, the "Stand Out. Sell More." identity system, the consumer cut-out cast, the counter, the wearable pins, and the environmental design that tied it all together.
The structure was built to travel and to flex. The same kit stacked vertically into a tower for a tight corner, or ran horizontally into a full wall for feature space, so LadyJane could claim the right footprint in every city without rebuilding the booth. Across the tour it appeared in more than five cities while LadyJane's partner took the stage at each event: the booth doing the introducing on the floor, the talks doing it from the podium.
The Result
The tour's biggest stop was MJBizCon in Las Vegas, the cannabis industry's largest gathering, with more than 40,000 attendees. Against that scale, the cast and the pin activation did exactly what a launch needs: they made a first-year agency feel established, and they turned a walk-by into a conversation.