In 2019, BigCommerce introduced that they were the first full-featured e-commerce platform to support retailers of hemp and hemp-derived cannabidiol (CBD) products. I approached the marketing request for CBD campaigns and content by introducing a new theoretical brand; Borealis. The Borealis brand was designed to inspire CBD merchants to envision themselves on the BigCommerce platform. The goal was to create a flexible “brand” that could be utilized to cover the many growing variety products in the CBD market.
2 0 1 9 C A M P A I G N ( B O R E A L I S )
2 0 2 1 C A M P A I G N ( A I R G L O W )
In 2021, aided by a wealth of knowledge from spearheading the look & feel for CBD as a whole, I began work on a design refresh by adopting another new theoretical brand alias. A lot of time was spent researching other brands within the marketplace and gathering various resources and mood-boarding. I also devoted time to nailing the right name for this new rebrand. At the end of the day, I landed on ‘Airglow.’ Its definition means ‘when atoms and molecules in the upper atmosphere emit light to shed their excess energy’. The name felt in line with Borealis but extended beyond.
Moodboard / Inspiration
