EmeraldX approached me to contribute to the development of their latest venture in the psychedelic business sector. It was an honor to be involved in a project within such a dynamic industry, characterized by vast opportunities, innovation, and a strong sense of community. I was particularly enthusiastic about the prospect of creating a brand that could transcend the stereotypical hippy-centric image associated with psychedelics.

The foundation of the brand, including the name, logo, and brain wave-like imagery, had already been established. My role was to craft a brand that would resonate with a diverse audience, including researchers, clinicians, pharmaceutical professionals, lobbyists, legal and financial experts, as well as innovators, entrepreneurs, and individuals involved in the cross-over with the cannabis business.

To achieve this, I adopted an approach that combined visuals representing the scientific aspects of psychedelics, such as the compounds and changes in brain activity, with imagery inspired by natural sources. This fusion aimed to capture the essence of psychedelics while incorporating visual effects that symbolized the unknown, mystery, and apparitions associated with the use of hallucinogens.