Catskill Flower Company
ART DIRECTION, DESIGN, BRAND ID, MOTION GRAPHICS

In a market saturated with literal cannabis imagery, the challenge for Catskill Flower Co. was to move beyond the "green rush" cliché. My task was to architect a visual system that honors the region while positioning cannabis as a high-fidelity wellness tool. By merging rigorous data visualization with the vibrant, living palette of the Catskills, we created a brand that doesn't just sell a product—it guides a ritual.

  • The cannabis leaf was a mandatory brand requirement, but its over-saturation in the market often leads to visual fatigue. I chose to pivot, abstracting the leaf into a minimal, universal "flower-bud" hybrid. It is designed to feel viscerally alive and playful, yet mathematically balanced—shifting the focus from the plant to the performance of the plant.

  • The design leans heavily into the regional geography prevalent in Upstate New York. We used a "Logic + Joy" framework, injected with high-saturation colors that reflect the area's natural flora and fauna.

  • The result is an un-confused and supportive brand experience that stands out in a crowded digital landscape. By treating information as an aesthetic tool, we’ve created a scalable motion identity that communicates efficacy and playfulness simultaneously.

    We proved that in a calm space, color and precision can coexist to signal a simple truth: Life is good on higher ground.

Motion as a functional tool
Simplicity, functionality, and minimalism were the pillars for this series of motion graphics IDs. To remain consistent and scale across various screens, I prioritized a clean, digital feel. The identity is alive, reflecting its regional origin and the simple truth that a connection to nature should be vibrant. But for a brand to feel "alive," we had to define its behavior.

Retail environment on-screen displays
Our in-store motion graphics are a fun nod to our roots, full of the lively, vibrant energy you get from a great day in the Catskills. We love creating a functional, un-confused space that explains our journey.

Visual identity and packaging schematics
The system centers on a "Logic + Joy" framework. It balances the architectural rigor of Hudson Valley’s Dutch influence with a refined Japanese sensibility, honoring the founders' heritage. Clean grids meet the vibrant, living colors of regional flora and fauna.

Billboard, Merch & More
Fusing our distinct illustration style from the packaging with stylized plant renders, we ensured the primary brand messaging remained the centered, high-impact focus in every physical environment.