< Brand Stories
Cannabis Turnkey Solutions
Introduction
Cannabis Turnkey Solutions came to us with a branding challenge.
Five partners had worked as a team for five years to construct more commercial buildings for the cannabis industry than most anyone in the business. They each brought a unique area of expertise, though, and had operated under their own individual branding, which made it challenging to communicate their collective skills and accomplishments. They needed a new brand representing their collective expertise and position them as the industry leaders they are.
Client
Sector
Services
Solution:
Our first area of focus was to gather as much information as we could to understand the complex nature of the industry. We conducted a ton of market research, including interviews with each individual partner, a deep dive into competitors, talking with past clients, and attending cannabis events to gain a more sophisticated view of how to best position their brand.
We learned quickly why their messaging was so difficult and what we had to do to fix it.
We needed to communicate the adversarial nature of the cannabis business from a regulatory standpoint and how the five partners at CTS were already uniquely poised to conquer those adversaries. CTS understands the difference between commercial construction and cannabis-grade construction making them more well- equipped to catch the curveballs of an industry that is closer to medical or food-grade construction. In short, cannabis construction is a very specialized field and therefore costs more than a regular commercial contractor.
We also learned that their brand needed to speak to two different audiences-
Existing multi-location cannabis operators and new cannabis operators who are just entering the industry.
We captured that message with a new and exciting tagline: Build with the end in mind.
We then designed a simple five-part logo representing the unique area of expertise of each partner and places them all under the same umbrella. Finally, we created new messaging to help clients understand that while CTS may be more expensive than their competitors, the ROI and success of their company plays out in favor of those who understand the adversarial nature of the industry and the value of bringing in experts experienced in navigating the pitfalls on the front end.
