THC NYC
Base touched almost every brand aspect: from naming and strategy, to the website and merchandise—all centered around communicating the museum as a place that’s experiential and educational; a cultural institution rather than a dispensary. Since cannabis can transport the mind to different places, the iconic arched windows of the house’s historic building at 427 Broadway were an obvious tie-in to represent portals to other realms. This shape informed a tight visual framework that revolves around a flexible motif, used to either contain or frame a wide range of content, and acting as both a conceptual and a literal window into the world of THC NYC.
