Liberty Digital EcosystemA unified commerce system for a national dispensary chain
Designing for cannabis requires a balance of high-impact brand expression and rigid operational discipline. I led the creative direction for Liberty’s digital ecosystem, building a seamless path from product discovery to secure transaction across a multi-state retail network.
Summary
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As Lead Art Director (freelance), I partnered with product designers and strategists to design and launch Liberty Cannabis’s commerce website and companion wallet app. We needed a seamless, compliant digital experience that supported product discovery, online ordering, and rewards across multiple states. The challenge was balancing bold brand expression with operational clarity, from age-gated entry to complex payment flows.
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Cannabis commerce requires warmth without sacrificing usability. We translated the "Life. Love. Liberty." ethos into a flexible design system grounded in clear hierarchy and consistent interaction patterns. The website managed store selection and e-commerce, while the Liberty Wallet app extended the experience through fund transfers, purchase history, and location services. We ensured the experience felt cohesive across every touchpoint.
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The result was a scalable, multi-state platform that unified brand expression with functional precision. Customers could browse inventory, register as patients, and redeem credits through a streamlined QR-based wallet system. By aligning brand, UX, and operational realities into a single framework, we strengthened customer engagement and supported retail growth.
Liberty Website
Liberty needed to transition from a local dispensary to a national brand without losing the community-focused feel that defined it. As ACD, I worked together with UX and copy to craft a compelling commerce website that prioritized local store connections and intuitive brand storytelling.
We focused on making the technical scale of a multi-state rollout feel simple, preserving the accessible, "home-grown" quality that loyal customers expect.
Systems can be beautiful, too
Liberty Wallet
Built to solve the specific payment friction found in the cannabis industry, we designed a simple, intuitive interface that gave customers a direct connection to their local dispensary and flexible ways to pay.
Users could securely link bank accounts, redeem loyalty credits, view hyper-local deals, and track their "Monthly Perks" in one place. By adding loyalty program functionality and real-time push notifications on order status, we transformed a complex regulatory requirement into a seamless daily tool.
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