BASA
PROJECT DELIVERABLES
Brand Identity
Creative Campaign
Graphic Design
Web Design
CLIENT OVERVIEW
Prop 64 legalized Adult Recreational Cannabis and ushered in a new wave of brands with big budgets for fancy stores and flashy ad campaigns. Founded in 2003, BASA is one of the oldest dispensaries in San Francisco, but they were falling to the wayside in the wake of the "green rush."
We partnered with founder Tariq Alazarie to help modernize BASA’s brand, marketing, and eComm platform so the legacy operator could stand up to the new players and rise above.
HIGHLIGHTS
New website improved desktop performance 2x and mobile performance 4x.
Immediate $10,000 increase in online sales driven by the launch marketing campaign.
Average 30% increase in monthly sales.
PROJECT OVERVIEW
BASA represents cannabis’ accessibility and is rooted in compassionate care. It’s an empowering brand that does not need decoration to convey its message. Using this as our starting point, we strategically positioned BASA as an alternative to the promotional frenzy: turning the brand’s more limited resources into a strength by developing an intentionally minimalist, direct, and self-aware brand and marketing strategy.
Following this core insight, we updated their visual identity to be minimalist, transparent, and typography-heavy. No hype, no gimmicks, just clean and bold design.
Similarly, the new creative platform we built next for BASA directs its resources into initiatives that directly benefit the consumer. The message was plain: BASA spares the fancy marketing in order to pass savings on to the customer.
We brought this visual identity and creative platform to life across an updated e-commerce site. By integrating with existing POS software the new site was able to process large order volumes, manage inventory, and support scalable digital marketing campaigns.
Now positioned for success, we turned toward leveraging BASA's 7,000-strong customer database to run targeted email and SMS campaigns promoting the new branding and website launch, paired with hyper-local street activations that took advantage of the neighborhood’s significant foot traffic.
With these foundational brand and marketing elements in place, BASA is now strongly positioned to continue its run as a true SF original.
