Responses by Here Design
Background: The intention behind the Medical Cannabis Mentor (MCM) online courses is to enable both medics and sufferers to find a way towards “pain relief without the high.” Using CBD to alleviate suffering from a variety of causes is not always clear or straightforward, and there is a lot of disinformation and confusion online. The MCM courses train medical professionals and patients alike to undertake training in how to dose and deliver the drug with confidence and accuracy.
Reasoning: Medical Cannabis Mentor is an evidence-based training program that required a serious and engaging identity, but one that would still delight the eye and raise a smile. We delivered a clean look and feel with motion graphics and illustrations that make the courses accessible and enjoyable, with a tone of voice that inspires trust in the program.
Challenges: Trying to create something recognizable, but also present a fresh interpretation of the clichés that belong to the images of cannabis and marijuana.
Favorite details: Medical Cannabis Mentor is such a unique program and needed a clear, credible and bold marque that captured everything the brand stands for. For us, the simplicity of the marque is its strength. It’s memorable, informative and a clear differentiator in a category primed for rapid growth.
Visual influences: The logo brings together two recognizable symbols—the cannabis leaf and medical cross—to create an image that is both visually engaging and clear in its intentions. Universally, the cross is understood as a medical symbol. In many countries across the world, it denotes medical facilities and represents a place for relief and healing. Similarly, the five-pointed cannabis leaf has become a recognizable symbol for the plant in all its forms, so it made sense to build on that existing familiarity. By softening the edges of the leaf and overlaying the medical cross, we’ve brought the two symbols together, but maintained the medical position at the heart of the logo.
Anything new: With so few opportunities for people to learn about the varied uses and benefits of medical cannabis, there is a real lack of understanding over its potential, and the category often has negative associations. This project required a deeper look into these perceptions in order to turn them around and place cannabis in a position where it could be taken seriously by the medical community and patients alike. During the project, we learned a lot about the potential for medical cannabis and the ways that it can benefit mankind.