ROLE: Design Consultant/Webflow Designer & Developer
TEAM: Auny Abegglen, VP Marketing, Betsy Filson, Creative Director
CLIENT: NorCal Cannabis Company ($43M+ revenue, vertically integrated)
TOOLS: Webflow, Webflow CMS, Adobe Creative Suite
TEAM: Auny Abegglen, VP Marketing, Betsy Filson, Creative Director
CLIENT: NorCal Cannabis Company ($43M+ revenue, vertically integrated)
TOOLS: Webflow, Webflow CMS, Adobe Creative Suite
The Challenge
NorCal Cannabis Company ($43M+ revenue, vertically integrated) had a web presence that hadn't kept pace with a fast-moving business: disconnected brochure sites, no scalable careers page, and a flagship consumer brand (1Lyfe) that needed to be built from scratch. Everything needed to ship by September 17, the opening day of Hall of Flowers, one of California's biggest cannabis trade events.
Impact at a Glance
30%
Increase in qualified job applicants after launch
6 weeks
to research, design, and ship 1Lyfe from scratch
2 brand sites
fully designed and developed from scratch
The Solution
I led the redesign of the NorCal corporate site across three distinct creative directions, backed by full wireframes and a styleboard, so stakeholders had a real framework for aligning on brand direction rather than a single comp to approve or reject.
Designed for Alignment
The team presented three distinct creative directions rather than a single comp, giving stakeholders a real framework to align around. Each direction represented a different answer to the same question: what story does NorCal want to tell?
The Right Tool for the Job
On the careers side, I pushed back on the plan to embed a third-party ATS and proposed a custom Webflow CMS job board instead, one the marketing team could own and update without touching engineering.
Building 1Lyfe from the Ground Up
Built to Stand Apart
For 1Lyfe, I ran structured discovery with brand leadership, audited nine direct cannabis competitors to find a defensible creative position, and designed two contrasting site directions built around the brand's authentic ties to the graffiti art world.
1Lyfe Styleguide
Results and Business Impact
30% more qualified applicants
The new careers experience drove a measurable lift in applicant volume, a direct result of a page that was easier to find, easier to navigate, and easier for the internal team to keep current.
Zero engineering dependency
The marketing team went from filing tickets and waiting on developers to publishing new job listings themselves, same day, inside Webflow CMS. What used to take days now takes minutes.
Investment-ready brand system
NorCal's digital presence went from a fragmented set of placeholder sites to a cohesive system credible enough to support a planned public listing on the Canadian market.