Dutchie

I lead brand design at Dutchie, a retail tech platform in the cannabis industry. From evolving our web presence and maintaining core brand guidelines to creating high-impact event booths and custom swag, I help position Dutchie as both a trusted community partner and a tech leader in the space.

Role

Design
Art Direction
Motion Design

Objective

I joined the team during an initial brand refresh, anchored by an updated color palette and a logo derived from our flagship product. My role was to unite these updates into a cohesive system, translating segmented design decisions into a brand identity that aligns with Dutchie’s long-term vision as a full-stack software trusted by dispensaries nationwide.

Approach

To move beyond product feature-heavy visuals, I broadened Dutchie’s brand by integrating contextual lifestyle photography, establishing distinct visual identities to separate our core B2B software from our B2C platform, and leveraged AI tools for design research, rapid prototyping, and asset production.

Brand Guidelines

As Dutchie scaled, the lack of formal brand guidelines became a challenge. One of my first priorities was building a robust and flexible set of brand guidelines. Recognizing the shift toward AI-assisted workflows, I built the guidelines to be AI-ready, incorporating detailed brand parameters and prompt-engineering guides for marketing assets.

B2C Homepage

To showcase Dutchie’s consumer platform, a key driver for our B2B e-commerce customers, I redesigned the B2C homepage to reflect a unified brand identity while tailoring the experience to be more approachable. The page combines vibrant product photography with messaging on Dutchie’s support for local dispensaries, reinforcing one of our core B2B missions.

Result

The brand refresh delivered a series of wins for the marketing team, from boosting website-driven leads by 36% to cutting asset production time significantly with standardized brand guidelines.

Team

Dutchie marketing team