Products & Identities

Background

The cannabis and CBD market in California had seen exponential growth, but some dispensaries in the User Friendly Media directory footprint reached out to us for help reaching an audience they were having no luck reaching: elderly and aged people who might benefit from the medicinal qualities of the dispensaries' products. The act of walking into a dispensary was overwhelming, and, frankly, too scary for many people, and advertising rules and regulations limited the opportunity for dispensaries to reach audiences through some traditional means.

Project

Kind Living Magazine was specifically designed and targeted to reach this more mature audience, with a softer message than what dispensaries had traditionally employed. User Friendly Media's phone book is still heavily used by this audience, which presented an opportunity to deliver the magazines attached to the cover of phone books in select areas. The contents of the magazine are a mixture of local advertisements including but not limited to dispensaries in the area, as well as paid editorial content written by dispensary owners and managers, edited by me for publication. The magazine's cover, articles, and overall structure was designed by me, with our internal design team designing the ads that populate the magazine.

Dispensary Map

One of the key selling points of Kind Living Magazine is the dispensary map. Every dispensary in the area was mapped and contact information was added, but dispensaries with advertisements in the magazine were highlighted and noted with the page number of their editorial or advertisement.