Genius

Positioned at the forefront of cannabis legalization, Genius Fund launched as an ambitious brand vertical aiming to cover the full spectrum of the industry—from cultivation to products, retail, and delivery. As part of a small in-house team, I was brought on to lead digital design across multiple touchpoints, with websites as a primary focus. I designed the flagship site for Genius Fund, as well as digital experiences for the Genius brand and several of its umbrella labels. For Genius, my goal was to balance style with substance. Consumer education in a nascent industry was top of mind, so I designed an interactive form that recommended products based on how users wanted to feel, bringing a more personal, guided experience to cannabis discovery. The site’s modular UI leaned into a minimal, editorial feel, allowing our photography to take center stage. To elevate the brand’s visual identity, I introduced photographer Maggie West, whose surreal, richly saturated style became central to our launch campaign. Her imagery played a pivotal role in setting Genius apart from other early players in the space. While brand colors had been established for print prior to my involvement, I worked closely with the team to develop complementary web colors that maintained the same vibrancy and emotional tone in a digital context. Despite the company’s eventual closure, I remain proud of the work we accomplished. We built multiple brands from the ground up, creating thoughtful, distinct experiences at a time when the industry was still defining itself.