Exploring Spencer’s Journey: From Graphic Design to Cannabis Branding

In a candid conversation, Spencer Ploessl shared his journey from a graphic design graduate to a seasoned branding strategist with a focus on the craft beer and cannabis beverage industries. Here’s a closer look at his path and insights into the evolving landscape of cannabis branding.

Early Beginnings and Passion Projects

Spencer’s career began over two decades ago in Wisconsin, working as a graphic designer for a wholesale distributor. He fondly recalls starting in the craft beer industry before he could legally drink alcohol, underscoring his deep-rooted passion for beverage branding. His formal education, a Bachelor’s of Fine Arts in graphic design, set the stage for a diverse career encompassing various marketing and creative roles across industries from New Zealand to North America.

His journey was not linear; it was a mix of in-house roles, agency work, and independent consulting. Spencer’s knack for creative design and marketing led him to work on numerous passion projects, particularly in the craft beer and cannabis beverage spaces. These experiences fueled his desire to help brands flourish through innovative design and strategic marketing.

Transition to Entrepreneurship

Spencer’s transition to running his own business was gradual and organic. Starting in high school, he designed logos for small businesses and family members, charging modest fees to fuel his teenage adventures. This entrepreneurial spirit carried through his college years and beyond, eventually leading to the creation of a web design and marketing agency in Minneapolis with a college friend.

Building this agency taught Spencer valuable lessons about sourcing work, pitching, executing projects, and managing a team of creatives. Despite the agency’s success, Spencer continued to take on independent projects, honing his skills and expanding his network. This blend of agency and freelance work provided a solid foundation for his current role as an independent marketing and creative consultant.

Balancing Work and Growth

As a one-man operation, Spencer acknowledges the delicate balance between working in the business and on the business. Effective time management, clear communication, and maintaining client trust are crucial to his success. He likens his journey to a roller coaster, with highs and lows that require resilience and a long-term perspective.

Spencer emphasizes the importance of staying organized, even in the face of administrative challenges. His philosophy of not jumping off the roller coaster during tough times has kept him focused and driven, allowing him to navigate the complexities of independent consulting with confidence.

Embracing the Cannabis Industry

Spencer’s involvement in the cannabis industry was a natural progression, fueled by his long-standing interest in cannabis and his expertise in beverage branding. His dream of designing packaging for cannabis products dates back to his teenage years. The legalization of cannabis and the rise of THC-infused beverages provided the perfect opportunity for Spencer to merge his passions.

A pivotal moment in his cannabis journey was his work with Good Feels, a Massachusetts-based brand known for its cannabis-infused seltzers. This experience solidified his commitment to the cannabis beverage space, where he sees immense potential for creative design and marketing to shape consumer perceptions and drive brand success.

Future of Cannabis Branding

Spencer is optimistic about the future of cannabis branding, drawing parallels with the craft beer industry’s evolution. He highlights the importance of authentic storytelling, where brands focus on the experiences and emotions associated with their products rather than just the technical details. This approach, he believes, will resonate with consumers and set brands apart in a crowded market.

He also stresses that a brand’s identity goes beyond its logo and colors; it reflects the passion and values of its founders. In an industry where cash grabs are common, the most successful brands will be those infused with genuine love and dedication to their craft.

Connect with Spencer Ploessl

For those looking to connect with Spencer Ploessl, he can be found on LinkedIn, where he shares insights and engages with his network. His website, SpencerPloessl.com, serves as a digital reflection of his work, although he admits it may not always be up-to-date due to his busy schedule. Spencer is open to conversations and collaborations, inviting anyone interested to reach out and explore potential opportunities.

Spencer is currently working with AFicioNAdo™ Certification Program on a Cannabis Beverage Certification Course.

The course is currently offered to companies and organizations who want to ensure that everyone on their team has the knowledge needed to safely sell, serve, and promote THC drinks to consumers.

The Cannabis Beverage Certified™ Program is for beverage makers, suppliers, distributors, bars, educators, hospitality companies,  influencers, solo advocates, compliance agents, and press.

The CBC was developed through the AFicioNAdo™ Certification Program, the world’s first professional-level training and certification platform for Alcohol Free and Non-Alcoholic adult beverages. These programs were developed with recognized industry experts for educators and advocates in this fast-growing category.

In a final note, Spencer encourages everyone in the cannabis industry to lead with love. He believes that a compassionate and open-minded approach will foster meaningful connections and drive the industry forward. As he aptly puts it, “Leave it with love.”

To watch the full conversation check it out on my Youtube Channel - Watch