Radiant Canna

Designing a Cohesive Digital Ecosystem for a Fast-Growing Cannabis Startup

Radiant Ventures | 2020-2021

Role

Beginning as a freelance web designer, catalog designer, content marketer and social media manager, I was promoted to Director of Digital Marketing & Design to lead the development and implementation of a cohesive digital presence for Radiant. I worked closely with the CEO, CTO and VP of Sales, building an in-house marketing team of three. I also managed ongoing design processes with outside visual designers and photographers.

 

Project Summary

As Director of Digital Marketing for Radiant, I led efforts to research, develop and build a cohesive digital ecosystem designed to build the brand and grow the business.

Over the time I developed this project, Radiant grew from a small startup in Santa Rosa with less than 30 employees, to a statewide manufacturing and distribution operation with over 100 employees and logistical hubs throughout the state. Radiant grew from distributing around 10 brands to as many as 20, expanded its sales team from 4 to 10 full-time field reps and raised $8.5 million in venture capital.

 

The Challenge

Many of the project's most significant and ongoing challenges came with the constant need to balance outward-facing business goals with internal, operational user needs. 

Outwardly, the project aimed to build the Radiant brand in order to attract new customers, clients, partners and investors. As a marketing force, the company’s digital presence was used to drive revenue and increase market share in the highly competitive California cannabis market. 

As an internal tool, the system needed to maintain and communicate up-to-date assets to our dispersed sales team, enabling them to maintain constant contact with their clients, as well as attract and nurture new leads and prospects.

 

UX Methods

  • Comparative/Competitive Analysis

  • Stakeholder Interviews

  • Contextual Inquiry

  • User Experience Mapping

  • User Personas

  • Information Architecture

  • Wireframe Flows

  • Customer Journey Mapping

  • User Testing & Feedback

 

Integrated Solutions

 

Website

The Radiant Canna website forms the central hub of the marketing ecosystem, telling the brand story and enabling connectivity throughout statewide sales operations.

View Current Site

Email Marketing & CRM

My weekly email blasts kept clients up to date, connecting them with the latest iteration of an ever-changing catalog of products. CRM connectivity using HubSpot and MailChimp enables automated behavioral email workflows.

Product Catalog

Coordinating with the production staff and partner brands, I kept our catalog up-to-date. Using a private page on the website, I enabled the sales team to share the menu with customers, always confident they were accessing the latest version.

View Sample Catalog

Social Media

Through Instagram and Facebook, I generated hype and excitement, reaching out to new prospects and connecting them with our catalog and sales team.

@radantdistro

Results

“Bryan did a phenomenal job of thoughtfully, strategically and creatively designing a world-class digital presence for us. Our gorgeous new website also integrates with our CRM, social media platforms, and other marketing tools, enabling us to track and automate our marketing efforts, build customer loyalty and generate organic inbound leads.”

— Aaron Selverston

CEO & Co-Founder, Radiant