Establish the City of West Hollywood as the nation’s premier cannabis tourism destination.

• Convey an alluring experience that’s vibrant, imaginative, & aspirational.

• Differentiate from other cannabis tourist destinations by creating a mood of elegance and style.

• Emphasize wellness.

• Do things differently—avoiding the cliches in this space.

A new lifestyle brand:

• Name “Emerald Village” has three layers—conveying a magical destination (Emerald City) and a cannabis destination (emerald), while also paying homage to West Hollywood’s traditional positioning (urban village).

• Logo is a sleek, elegant abstraction of a cannabis plant—while also paying homage to City’s art deco architecture.

• Color palette is not green—surprise! Instead, we went for warm colors & dreamy gradients to capture the city’s vibrant energy.

• Name

• Brand concept & story

• Visual identity system

• Online & corporate identity system

• Brandbook