The challenge
The category is crowded with interchangeable visual language. The site needed a more distinctive point of view while still making shopping, deals, and store information immediate.
Eleven Cannabis Co.
Give an emerging Detroit cannabis retailer a digital identity with the confidence, culture, and polish to stand apart.
- Sector
- Cannabis retail / Detroit
- Engagement
- Brand direction, website, search content
- Scope
- Brand and digital foundation
The mandate
Give an emerging Detroit cannabis retailer a digital identity with the confidence, culture, and polish to stand apart.
The strategy
Built the creative direction around Detroit energy and a more editorial brand system, then paired it with a fast framework and clearer high-intent paths.
Methods used
A connected system, not isolated deliverables.
Creative direction and visual-system refinement
Next.js experience architecture
Search-led homepage, shop, and deals messaging
Responsive store and menu pathways
Metadata and local discovery foundations
Business impact
What the work improved.
Created a more recognizable digital expression of the brand.
Made high-intent shopping and deals pathways easier to find.
Improved the foundation for search visibility and future content.
Established a system the brand can extend as it grows.