Ann Arbor’s Professional Perspective on Cannabis

. July 2, 2017.
Studio 32’s work showcasing the quality of the experience and medicine at Treecity is quickly becoming the new standard in legitimate cannabis
Studio 32’s work showcasing the quality of the experience and medicine at Treecity is quickly becoming the new standard in legitimate cannabis

As cannabis enterprises once relegated to the black market develop into state-sanctioned retail businesses, branding and marketing consultants now see this industry as a ripe opportunity to apply their expertise in illuminating cannabis as a legitimate consumer good.

Ann Arbor-area creative agency Studio 32 lends techniques honed in the marketing, film and photography spaces to the cannabis industry. The group, consisting of Franz Vorenkamp, Harold Montgomery and Dennis Scherdt, has recently been working with Treecity Health Collective on creative assets across the board to forge a distinct visual brand identity. Studio 32’s prowess is readily apparent not only in Treecity’s social media material, but also in the look and feel of the dispensary and its products.

High-definition photography shows the quality of  the plant

High-definition photography shows the quality of the plant

Creative Director Franz Vorenkamp’s cinematography experience lends itself to creating divergent videos and motion graphics like levitating nuggets spinning in space. ”A lot of our photography and styling is taken with an approach to a cinematic look” Vorenkamp explained. “We go for a National Geographic quality, where sharpness and extreme detail are things that we aim for.”

Collaborators with food-styling backgrounds arrange decadent depictions of edibles, far cries from the image of a rice krispy treat shoddily wrapped in cellophane. The team’s approach to different products notably manifests itself in the careful overhead lighting of concentrates, giving the distillate a radiant glow emphasizing the product’s potency and quality.

Shots of concentrates show clarity and quality

Shots of concentrates show clarity and quality

As the industry advances month-by-month, the emphasis on quality visual assets will grow into a necessity for acquiring and retaining patients. Studio 32’s work showcasing the quality of the experience and medicine at Treecity is quickly becoming the new standard in legitimate cannabis. Expect dispensaries that understand this new truth to emerge as ambassadors developing the industry.

Trending

Whip Jams Features Local Artists Discussing What Drives Their Creativity

Whip Jams provides a space for local artists to talk about what music means to them and to preform live! Check out some of the newest Whip Jams videos and artists.

How the Music Industry is Surviving the Pandemic

The COVID-19 pandemic has hit every industry, including music. How is music handling such a trying time? Here are some ways the industry has adapted to COVID!

Lily Milo Explores a Spectrum of Emotions through her Powerful Voice

Lily Milo writes what you may call ‘softer’ music, but she can really let loose with her voice. We don’t usually acquaint words like exhilarating with folk music, but to behold the six songs on the Ann Arbor based singer/songwriter’s new EP can sometimes manifest moments of a candle’s delicate flicker going to a bonfire

Workit Health Expands Digital Addiction Care

Michigan’s award-winning addiction care program, Workit Health, announced to expand their virtual services to help fight addiction in four additional states.