Case Study: Marijuana Majority
Brand & Website Design + Campaign Strategy
Marijuana legalization needed a makeover.
We designed a brand, website & campaign that reached millions.
“Collective Agency helped us build our brand, site, and content in a clean and beautiful way that communicates our ideas very clearly. And it’s worked. We haven’t spent a dime on advertising, but literally millions of people have seen our content because it’s designed in a way that makes people want to share it.”
-Tom Angell, Marijuana Majority
Marijuana prohibition is a terrible failure. It’s about time we enact a more sensible policy.
Thankfully, most Americans support legalization. But many don’t know that they’re in the majority, so they are afraid to speak out.
Our goal? To make marijuana legalization as mainstream as saving the whales.
On a one-week timeline, Collective Agency designed a logo and web platform for Marijuana Majority.
Three weeks later, it had reached more than four million people.
Given its viral spread and media exposure leading up to election day, it’s likely that the campaign helped to legalize marijuana in Colorado and Washington.
The first and most important step was finding a great fit with a great client. The founders of Marijuana Majority had developed an excellent vision & strategy, but they needed help packaging it in a way that would spread.
1. In our discovery phase, we determined that our primary goal was to educate the public that marijuana law reform is a mainstream, majority position. Secondarily, people needed to know that its supporters include many influential people from across the political spectrum. Third, we aimed to leverage supporters’ interest into action, by mobilizing them to get more influential people to speak out.
2. In our branding phase, we developed an innovative logo that represents three levels of public support.
Designed as a dynamic mark, the green layers are intended to change over time as polling numbers grow.
It is also reminiscent of a green field at sunrise; a new dawn for marijuana policy. The slight resemblance to the well-known Obama logo creates an instant familiarity.
Leaving out the marijuana leaf was intentional: most supporters don’t use marijuana themselves, so we wanted to allow them to wear our t-shirt without inviting assumptions about their lifestyle.
3. In our platform design phase, we redesigned the website from the ground up, with the user experience in mind. The end result of our redesign was a beautiful and functional site that conveys Marijuana Majority’s mission and delivers clear calls to action.
4. In our campaign strategy phase, we integrated social media strategy into the fabric of the site. For instance, many of the top quotes included a link to “Share Image Meme,” which would send the user to a beautifully designed image on Facebook, displaying the quote superimposed over a portrait. The images on Facebook had a URL that linked back to the site, which created a strong viral loop. Within the first week of launch, the most visible meme was shared tens of thousands of times and was seen by millions.