Creating the logo
The Digilifeap.com website had remained stagnant for years, with several known usability issues affecting visitor engagement. Our goal was to enhance the user experience, refresh the visual identity, and optimize the site to attract more clients for video and film production services. The tricky part was working within the existing framework, which they had started but never completed, as a full back-end overhaul wasn't an option. Instead, we focused on transforming the front-end design, making it more visually compelling, intuitive, and aligned with the brand's storytelling expertise.
Mobile app concept
After developing the foundation of the brand and designing a custom logo that captured Papa's Strain nostalgic, old-school cannabis roots, we extended the identity into a mobile app concept. The goal was to create a user-friendly platform that connects customers to strain options flavor profiles, and limited-time promotions like playoff specials.
The app was designed as a streamlined, scrollable experience that blends playful retro visuals with a modern interface. Drawing from the established brand aesthetic, I created custom icons and applied bold, chunky typography to maintain a cohesive look and feel throughout the UI.
To better understand the needs of our target users, we conducted lightweight persona research based on typical dispensary customer profiles.
We identified two primary user types:
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The Casual Smoker -
interested in trying new strains with fun flavor profiles, drawn to engaging visuals, and simple navigation.
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The Legacy Enthusiast -
values authenticity and quality, with a preference for brands that reflect traditional cannabis culture and heritage.
Rolling out the framework
Before diving into high-fidelity visuals, I developed a series of low-fidelity wireframes to map out the app's core structure and user flow. Keeping the core personas in mind, I focused on building a layout that felt natural, scroll-friendly, and easy to navigate.
Old menu & logo
New menu & final logo
A new menu layout and finalized logo added clarity, style, and a stronger brand presence.
As the project progressed, the menu layout evolved to better support user navigation, and the final logo was refined into a more eye-catching visual that aligned with the brand's bold personality. The app screens were also redesigned with a stronger focus on user experience making them more intuitive, visually engaging, and aligned with UI best practices.
Extending the brand to social
To complement the app experience and reinforce brand presence, I created a set of Instagram concepts that reflect Papa's Strain's playful, retro-inspired identity. These social media designs were built to engage the community with bold visuals, vibrant strain spotlights, and seasonal promo tie-ins. The goal was to maintain consistency across platforms while creating eye-catching, scroll-stopping content that feels both authentic to the brand and tailored for the fast-paced nature of social media.
