Creator Spotlight - Steve Meyer - Graphic Designer

Can you recount the moment or experience that convinced you to enter the cannabis industry? What about it specifically captured your interest?

Steve: It was about 2012 when I first heard that Colorado was making marijuana legal. Around the same time I saw microbreweries with absolutely crazy illustrations on their beer cans. The designs were incredible and so different from the mainstream. It blew my mind. Over time I saw the graphics that were being created for the THC product world. Again, my mind was blown over what could be created and illustrated on all sorts of packaging. I found my calling!

Ever since then I’ve wanted to focus on the cannabis industry and help design brands and packaging for clients to stand out and be recognized in a sea of THC products out there on the shelves. With each state legalizing THC, I knew it was a new industry that had a lot of potential in creating designs that have little boundaries. In my career, I have always had constraints; this was something new. Creative freedom.

If you would have told me at 18 in high school that I would have a career in the cannabis industry I would have laughed. Fast forward and here we are now. I just have a pure passion for what has become the fastest growing industry in the U.S.

It’s an old industry, but new as far as giving designers and agencies the opportunity to shine a light on new products and benefits and to teach consumers the culture of the new cannabis. THC has so many benefits for health and wellness. It’s not the 1970’s Reefer Madness anymore.

Reflecting on your diverse portfolio, which project do you feel best represents your vision and values? Could you describe the inspiration and process behind it?

Steve: The project that best represents my vision and values would be Green Elevator Cannabis. It shows how a brand in the industry can be clean and concise without saying too much or just filling space. I created a hierarchy of the most to the least important part of the messaging, by doing this I can focus on the details for the customers to see, feel, and experience what a brand can do for their products.

I created a vision for the consumer to take them where they want to go. Hence the tagline, “The Elevator Will Take You Where You Want To Go.” Once this was established the graphics for the packaging was the next step in creating this brand. I started by creating an identity for Green Elevator Cannabis. My vision was to create a modern art deco logo including the elevator graphic. The gummy line of packages were presented to me next to create.

Because the company is a local company in Minnesota I looked at the Minneapolis Metro area. I took the flavor categories and did the research to learn what image best represented each flavor. I put the graphic of the elevator front and center and wrapped the images around it. The banner created a break from the destination to the flavor of the lemon, malt & fries, and mini donuts.

The seltzer line soon came after. We met and discussed my ideas for the can designs. I then researched where each flavor of fruit originated. Lemontini is Italy, Limetini is Spain, and Orangetini is Florida. I created 3 sets of illustrations. For the lemon seltzer, I drew an Italian girl on a Vespa and the leaning tower of Pisa. For the lime, I drew the same girl as a Flamenco dancer and a Spanish villa with tile roofs. Orange is the same woman as Italy and Spain but for Florida, I drew the woman in a vintage T-Bird and the art deco historic district hotel.

Along with the logo and packaging and beverage line, there were sales sheets, images for social media platforms, a website, and photography.

The creative world often faces challenges that can dampen enthusiasm. What challenges have you faced in your career, and how do you navigate them to stay inspired and effective?

Steve: The challenges that I have faced in my career are that many people and clients are driven by price and not the ideation behind the design. In the corporate world, some projects have to go through so many committees to approve the design that sometimes I would lose sight and inspiration for the project.

I navigate the challenges by keeping up communication and guiding them to make a decision that overall moves the project along. I also have to teach my customers the importance of a well-designed brand and how it can sell their product faster. Design is what initially gets the customer's eye but product quality brings them back.

For those inspired by your journey and keen to follow your career where can they access the most recent work or get updates on your new projects?

Steve: Check out my website at stevemeyer.design that shows the diverse work and customers I have had the pleasure of working with.

As you look forward to new opportunities, are there specific types of projects or collaborations that excite you? How should interested parties approach you to discuss potential collaborations?

Steve: The types of projects that excite me the most are new projects in the cannabis industry but not limited to just that. I would love to keep moving forward working with start-ups and visionary entrepreneurs to mainstream brands leading the industry today.

Interested parties should contact me via email at [email protected] to set up a time to discuss what you want to achieve by collaborating and creating the next new brand or story that rockets you to the top.

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