Amuse

Intro

Consistency & Cannabis: Scaling a Statewide Identity for Amuse

Since its 2020 LA launch, Amuse has scaled to 1,500+ daily orders across California’s most competitive regions of Los Angeles, the Bay Area, Sacramento, San Jose, Orange County.

My role focused on brand activation and systems management: taking the established brand guidelines and translating them into a high-volume production environment. In an industry where trust is the primary currency, I ensured that the brand’s visual integrity remained uncompromised across every region and touchpoint—from the app interface to the delivery at the door— turning a set of design rules into a seamless, multi-city customer experience.

Challenge

Marketing in the cannabis space requires navigating a “dark market” landscape. For high-impact channels like billboards (OOH) and social media, we had to build brand recognition without relying on literal cannabis imagery or prohibited verbiage. 

Results

Evolution of Iconography

I scaled the brand’s visual vocabulary by expanding the iconography system beyond standard e-commerce categories. By developing a comprehensive library for seasonal campaigns, email marketing, and social media, I ensured a unified brand voice at every level of the funnel.

Solution

To maintain brand integrity across restricted marketing channels like social media and out-of-home (OOH) billboards, I developed a compliant creative framework. By leaning into a lifestyle-forward aesthetic, I ensured the brand’s visual identity remained uncompromised and emotionally resonant, even when literal cannabis imagery and verbiage were off the table.