Curaleaf International

To eliminate differentiation and allow Curaleaf to anchor itself to one cohesive identity, we created a comprehensive Brand Book covering its visual identity, tone of voice, a graphical toolkit, and real-world applications:

Visual Identity

We adapted Curaleaf’s existing assets, updating them to give the brand a more professional, modern look. We standardised rules for logo usage, digital typography, and colour palettes, ensuring everything met WCAG accessibility guidelines.

Tone of Voice

To communicate the brand’s vision, mission, and core values to a multinational audience, we established standardised tone-of-voice guidelines built on four core pillars: trustworthiness, innovation, optimism, and global adaptability.

Operating in a highly regulated and patient-oriented industry means the brand must balance authority and innovation with human empathy. Swaying too far in either direction would result in not being taken seriously by clinicians or failing to resonate with patients on a human level.

Graphic Toolkit

To let Curaleaf apply these guidelines, we created a suite of flexible visual assets including custom textures, gradients, and iconography. This toolkit was built specifically to make it effortless for internal teams to produce new content while staying strictly aligned with the brand.

Along with these visual assets, we outlined dedicated human-centric photography guidelines to bridge the gap between high-tech medical research and patient care.

Brand Applications

To showcase how the brand exists in practice, we provided real-world examples of the guidelines applied to digital platforms, print collateral, and physical spaces.

With a newly aligned brand, we applied it directly to a redesigned and custom-built website for the flagship brand, Curaleaf International.

We translated the typography, accessible colour palette, custom iconography, and brand messaging into a modern, sleek, and easy-to-navigate interface.

We engineered the site from the ground up to meet strict WCAG digital accessibility standards, including clear colour contrast, legible typography, and intuitive navigation for a diverse patient and user base.

Because the Curaleaf International site sits at the top of the corporate structure, we needed to make its entire operational footprint clear to visitors. To do that, we designed an interactive global directory map using the new Brand Book assets. This feature clearly breaks down each sub-brand’s location and purpose while linking directly to their respective websites.

Underneath, we custom-built the platform to support rapid load times, strict data privacy standards, and secure architecture, aligning with the high standards expected of a medical professional.

With the Brand Book and website rebuild complete, Curaleaf was positioned to roll out a cohesive brand identity across its portfolio, eliminating the risk of brand fragmentation.