Responses by Claire Dawson, partner/creative director, Underline Studio
Background: iAnthus Capital Holdings, Inc. is a New York–based cannabis investment firm with a footprint in eleven states. The firm has created a valuable network of cannabis operations and distribution and continues to seize the opportunities this emerging industry has to offer. Underline was chosen to design and art direct an entirely new website for the firm. Launched in early 2019, the site marked the closing of a $1.6 billion merger with MPX Bioceutical. The new, dynamic site sets the stage for what will undoubtedly be a transformative year for the company. It reflects the company’s recent growth and aspirations within this emerging market. The site is targeted to potential investors and current stakeholders of the cannabis investment firm.
Highlights: The site features beautiful, sophisticated imagery of cannabis with the goal of showing an investor market a new perspective on weed. Cannabis imagery was shown alongside corporate imagery to illustrate the presence and potential of this field within an investors’ market. Through imagery, we elevated the brand in order to position it as a leader in transforming the cannabis market. The beautiful photography is complimented by animated infographics to draw attention to the impressive data representing the scale of its operations.
Challenges: Securing a cannabis plant to photograph at the best point in its life cycle.
Technical features: An important aspect of the site was to showcase live stock market data. We used a plug-in by QuoteMedia to pull in live data but were able to re-skin the front-end so it presents as a seamless experience within the site.
Anything new: We learned about the nuances of the cannabis plant!