Medical cannabis, redefined. I partnered with alephSana—a Berlin- and Israel-based medical cannabis company—to build a comprehensive brand identity from the ground up. This included shaping both the visual system and strategic foundation to reflect their science-backed, patient-first philosophy. I developed a detailed brand book outlining core values, voice, and usage guidelines, then built a flexible design system featuring custom iconography, modular logos, motion assets, division-specific color palettes, typography, and patterns. The rollout spanned digital, out-of-home, and retail environments—from packaging and signage to a responsive landing page and social media templates. I also created branded merchandise, specialty packaging, and a coffee-table book exploring terpene and cannabis science to support the brand launch.