Created this foundational brand language for mode - a smart cannabis device. My friends at Herman-Scheer, a top notch brand studio based in LA. They build brands from scratch and have me in to develop a package of writing. Some of it internally facing and some outward to be deployed in comms like the website below.

It’s a really exciting process to be involved because you start with essentially a blank slate.

H-S is super dialed in in terms of crafting strategic positioning and getting client buy in - so by the time I get briefed my work is almost 100% creative… meaning I brew the coffee, pump up the music and write. Really a joy working with these folks.

We wanted to position Mode as a product that connects with people’s health and wellness goals — We started with a brand manifesto that led us to the resulting UX copy below.

Too strong.
Not enough. 
What kind? 
How much?
From how you want to feel and when, to 
what strain at what dose,
achieving an ideal cannabis experience for your lifestyle
can be a confusing journey of trial and error.

While cannabis is complex, enjoying it shouldn’t be.
Introducing Mode–a first-of-its-kind cannabis delivery device
that provides the precision and guidance
to consume just the right amount,
of the right kind, at the right time.

Mode puts control into the palms of your hands. 
In one, a pocket-sized marvel of engineering that
enables you to make precision-controlled adjustments 
on any cartridges of your choice down to the milligram.

In the other hand, the Mode app, provides access 
to detailed dosage plans, product information, reviews,
personalized recommendations, and consumption analytics.

Exhale with confidence knowing you
will feel exactly how you intend to
for a happier, healthier life.

mode