Quick overview of the 10 key creative assets any cannabis marketer must invest time and resources developing to successfully create and market their cannabis product.

1. 10 KEY CREATIVE ASSETS
YOU NEED TO LAUNCH &
MARKET YOUR
CANNABIS PRODUCT
A quick guide by:

2. THE “PRODUCT
POSTER”
• Flagship visuals and messaging for your
product
• Develop static and motion versions “media-
agnostic” to facilitate easy adaption across all
communication channels
K E Y A S S E T # 1
CANNABISDESIGNANDMARKETING

3. THE “PRODUCT
CARD”
• All the relevant factual information
about your product attractively
assembled with your product visuals
and product description
• Design as small-format handout (print)
and website product page (digital) also
with easy adaptation in-mind
K E Y A S S E T # 2
CANNABISDESIGNANDMARKETING

4. PRODUCT
PHOTOS/RENDERS
• Distinguish between needs for boards vs marketing
communication:
• White cyc with production labels per province-
specific specs for boards
• Photorealistic 3D renders with simplified label
art and/or “colour correct” photography for
marketing communication
K E Y A S S E T # 3
CANNABISDESIGNANDMARKETING

5. LABEL
ARTWORK
• Health Canada compliant
• Spec’d for pack and printer
• Appropriate variable printing fields
accounted for (potency, lot#, date,
etc)
K E Y A S S E T #4
CANNABISDESIGNANDMARKETING

6. PRODUCT
DESCRIPTION
• One for boards, one for marketing
communication:
• Board version delivers just the facts (but
assembles the right facts strategically)
• Marketing version takes more liberties
while still remaining compliant
• Create short and long versions of each
(~150 characters and ~500 characters)
K E Y A S S E T # 5
CANNABISDESIGNANDMARKETING

7. PRODUCT
NAME
• The official name of your product
• Better if IP is owned, but doesn’t have
to be
• Mustn’t infringe on IP, or violate Health
Canada regulations or social
responsibility commitments
• At minimum fits-with, and ideally
encapsulates, product’s selling idea
K E Y A S S E T # 6
CANNABISDESIGNANDMARKETING

8. PRODUCT
CONCEPT
• A pre-production rendering and description
of your product vision that can be shared
with internal stakeholders and your target
prior to production
• Represents a culmination of your best
thinking to date
K E Y A S S E T # 7
CANNABISDESIGNANDMARKETING

9. MARKETING
STRATEGY
• A clear and definitive articulation of what
your product is, who it is for, what it’s selling
proposition is, and the key reasons that
support the selling proposition
• Becomes foundation for all future marketing
communication naming and design
K E Y A S S E T # 8
CANNABISDESIGNANDMARKETING

10. PRODUCT
IDEA
• Works within known financial, supply, and
operational realities and uses creativity and insight
to uncover new actionable product idea that
addresses a market or consumer need
• Is vetted and receives input from cross-functional
team
K E Y A S S E T # 9
CANNABISDESIGNANDMARKETING

11. CONSUMER
INSIGHT
• Something that you see and know is true about the
consumer that the competition has yet to fully
appreciate that leads to new product ideas
• An insight should be a springboard for many
product ideas.
K E Y A S S E T # 1 0
CANNABISDESIGNANDMARKETING

12. …AND YOU DO THEM
IN THE REVERSE
ORDER OF THIS
PRESENTATION.
For creative support with
your next product launch
please contact