Helia Fields

While at FINE, I got the opportunity to present concepts for a new client, Helia Fields, an emerging cannabis brand. Their brand position focuses around a more natural product grown not indoors with the assistance of grow lamps like many other grow facilities, but outdoors and in greenhouses, fed only by the Sun itself. I designed an identity approach for Round 1 that was inspired by the science of light, and infused with the spectrum that we can and cannot see.

This work was presented for Round 1.

Light Impressions

I created custom light impressions to mimic the variance of pure sunlight for the system intended for both print and digital environments.

Light Effects

I thought it would also be important to create tools that could be leveraged with everyday product photography to help them feel on-brand. Each photoshop action was inspired directly by the light impressions I created for the packaging, collateral, and digital environments.

The System

The intention was a system that would be both vibrant and memorable.  Distinction in this new industry can be challenging to achieve and was one driver for my approach. Recognizing the method for growing, I felt it was important to speak to the science of light, setting the stage for a communication strategy centered around the art of growing.