Responses by Oyd Craddock II, freelance creator and design director, O2Elements.

Background: The purpose of the site is to help solidify LOWD as a premium cannabis brand that practices craft cultivation at the intersection of urban and outdoor cultures. Our target audience is cannabis connoisseurs and enthusiasts.

Design core: LOWD’s core feature is embracing our core theme of contrast through raw, authentic imagery and bold, contemporary type design. Type as an element was a conscious choice, and how it lives with and responds to other content became a central focus.

Challenges: Trying to balance impactful imagery and animations with load-time efficiency. Thoughtful combinations of tiled textures, animated GIFs and image optimization practices were new lessons learned during the process.

Navigation structure: We wanted to create a bold, simple and mobile-first foundation for the navigation system. The hamburger nav button, even on desktop, presents straightforward options in our brand voice that stand out but are aesthetically scalable in a responsive design.

Technology: The site was developed using Webflow with custom code additions. Its UI and UX proved to be the ideal canvas on which to bring the static designs of LOWD to life in a short, three-and-a-half-month development time.