ART OF GLASS
Once relegated to the underground, the pipe-makers featured in this campaign are elevated to their rightful status as culture makers in a newly legal cannabis scene.
The mainstream won’t be debating whether pipes and bongs are art for much longer.
SCOPE:
ART DIRECTION
VISUAL IDENTITY
NARRATIVE DESIGN + STORYBOARDING
3D DESIGN + ANIMATION
APPAREL DESIGN
2021
Goals:
Build brand awareness by authentically reflecting and celebrating historically underground aspects of cannabis culture
Illustrate the importance of quality glass in the consumption experience on both an artistic and industrial scale
Raise funds for non-profit organizations that support communities impacted by the failed War on Drugs
Impact:
Doubled traffic to Calyx Containers' main website
IDENTITY + DIRECTION
Art of Glass is both a campaign and sister brand to Calyx Containers, and so required a unique visual identity. I was challenged to create connectivity between the Calyx and AOG brands while maintaining strategic distinctions.
The hand-lettered Art of Glass design uses the Calyx logomark’s foundational shapes and angles as the basis of its idiosyncratic characters.
The wordmark itself plays with legibility much like the type found in graffiti and street art, subcultures that intersect with cannabis social consumption and pipemaking.
Sharp geometries, an edgy palette, pumped-up texture, and bleeding flames earn Art of Glass credibility in the heady glass community and differentiate it from the Calyx brand.
VIDEO SERIES
This intimate medium was essential to spotlighting six individual artists’ personal narratives and varied experiences within the subculture.
SERIES HIGHLIGHT | Art of Glass
DIGITAL EXPERIENCE
Designed to place artists front and center, the digital experience celebrates pipemakers’ unique creative visions and contributions to a vibrant artisan culture.
Here, cannabis enthusiasts find a space to learn about contemporary glass artists and shop their one-of-a-kind works on the Glass Gallery.
https://artofglass.calyxcontainers.com/
Experience the Art of Glass Site
TRAFFIC & TRACTION
AOG’s unique design direction allowed Calyx to differentiate Art of Glass from its core business when sending digital communications to cannabis packaging customers.
TEAM
Strategy: Anneliese Brosch, Phil Colacchio, Justine Boney
PR, Copywriting, + Coordination: Cherlene Erauda
Graphics + UX/UI Design: Courtney Libby
Artist in Residence: Vela G
PHOTO + VIDEO
Director + Stills Photographer: Jesse Burke
Director of Cinematography: Joe Tomcho
Producer: Northern Spy Productions
