PROJECT INFORMATION
Since cannabis can transport the mind to different places, the iconic arched windows of the house’s historic building at 427 Broadway were an obvious tie-in to represent portals to other realms. This shape informed a tight visual framework that revolves around a flexible motif, used to either contain or frame a wide range of content, and acting as both a conceptual and a literal window into the world of THC NYC. A custom typeface speaks to urban culture, with plenty of attitude, and merch was created with a streetwear sensibility. For the art direction, clouds represent the ethereal, and also act as euphemisms for smoke, while color gradients evoke the feeling of ever-changing moods and constant discovery.
CREDITS
Base Design, Content collaboration with Terrane Group