Trailblazers with Joshua Jacobs of j7creative

This week’s Trailblazer is Joshua Jacobs, Creative Director of j7creative, a graphic designer with over 20 years of experience building brands and creating stunning packaging that sells.

Questions with a Cannabis Industry Trailblazer

When did you first become involved in the cannabis industry and why?

In 2013, I almost traded a design career for a budtender gig just to follow my other passion and get into the cannabis space. Days later, an introduction to a cultivator changed everything. One logo project turned into a full branding package—and a career built on blending my love for design with my passion for cannabis.

Now, with 20+ years of experience, I create award-winning branding and packaging that helps cannabis (and beyond) brands thrive. From driving sales to building awareness, I’m here to help brands stand out in this wild, wonderful industry. I always have a couple things at the top of my mind. Selling products and in order to do that, you have to resonate with the consumers with stunning creative that stands out.

What has been the biggest challenge you have faced when working with cannabis companies/brands?

As a packaging designer, the biggest challenge is working with compliance and regulatory mandates. There are so many layers to it. From state to local to retail to product to consumer interaction. Obviously there are always the state and THC symbols, but all products must have various legal languages on them, but people don’t realize the hyper detailed specifications for all these necessary features for any given packaging.

The placement, font size, legibility all come into play. then there are the secondary local, cultivation, testing, retail labels that have to be placed on a child-proof pack. It’s actually crazy. All that said, I love the challenge of working it all into something beautiful that draws people in. Good graphic design has always been psychological and works best when you don’t even notice that in the middle of a product are a slew of regulations.

If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?

I, like many in the industry, believe cannabis should be able to be marketed nationwide just like alcohol. I suppose that will come with federal legalization, but the fact that companies like Meta still don’t allow cannabis marketing. Since I am not directly related to the product, I have been fortunate to go under the radar on Instagram, but so many companies have lost so much.

In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?

Interestingly enough, even with all the censorship, Instagram has been the hub for brands. That said, more and more, the trade shows are where it’s at. Small or big, when a brand has an activation at an event, people love to chat and feel like they are a part of that company. The free swag never hurts. But brands need to be more creative with swag. Kahna once gave out silicone spatulas at Hall of Flowers. I still have it years later. I believe cannabis should be able to be marketed nationwide, just like alcohol. I suppose that will come with federal legalization, but the fact that companies like Meta still don’t allow cannabis marketing. Since I am not directly related to the product, I have been fortunate to go under the radar on Instagram, but so many companies have lost so much.

Are there any other trailblazers in the cannabis industry that you follow?

Courtney Zalewski – co-founder & Creative Director for Lowell brand and the original cannabis cafe in Los Angeles. She is currently the CMO for Embark, one of the biggest dispensary chains in CA. She has long been an inspiration.

What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?

I’d give the same advice I give everybody who asks this question. Use what you are already good at and apply it to cannabis and seek it out. I was about to be a budtender, but ultimately, I would have wanted to work my way back up into marketing. I was lucky to land doing design in the industry I always wanted to be in. I am so grateful to all the clients and friends and experiences of this industry, but it is not for the faint of heart. Never a dull moment in cannabis.

A big thank you to Joshua Jacobs of j7creative for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.