To attract an expanding audience of investors, entrepreneurs and manufacturers, CannaCon—the leading business-to-business cannabis conference—wanted to rebrand and raise the profile of its five national conferences.
With the industry moving away from the fringe and into the mainstream, CannaCon needed a brand that reflected their legitimacy. Our team at Public School showed them how to make it happen with a creative strategy that transformed them from cliché to confirmed powerhouse.
We made sure CannaCon stood out for the right reasons, gathering information online, conducting competitor analysis and reaching out to industry people to understand their perspective on the CannaCon conferences and brand.
CannaCon wanted to separate themselves from the funky colors and trippy fonts associated with the industry, so we helped refine their color palette, brand marks, iconography and other design elements—balancing where they’ve come from with where they are going.
We then moved on to their words, flipping terms like “grower,” “seed” and “baked” from negative perceptions into positive connotations—aligning CannaCon’s message with the entrepreneurs and innovators moving the industry forward.
Combining it all together, we developed taglines, advertisements, social media posts, billboards, merchandise and more. We redesigned their website, overhauling the look and feel, writing new copy and improving user experience.
“Working with Public School and Czarnowski has been really great. Everybody is just very friendly; it’s almost like working with family. It’s a very stressful thing to rebrand your whole company. It’s nice to have really great contact where everyone is easy to get ahold of and there’s quick response.”
– Angela Grelle, CannaCon Client Relationship Manager
