With the cannabis industry continuing its rapid expansion, businesses are under more pressure than ever to create compelling brand identities and immersive customer experiences. Visual appeal and distinctive branding are crucial factors for companies looking to stand out in this evolving landscape. BluEdge has consistently risen to this challenge, leveraging innovative environmental graphics to help clients in the cannabis sector make a lasting impression. One such success story is our partnership with Bask, a medical and recreational marijuana company. We’re excited to share how we transformed their business space and brand presence.
The Bask Story: Evolving into a Recreational Powerhouse
Our journey with Bask began when Dyer Brown, our trusted architectural partner, connected us with the company. Bask, located in Fairhaven, MA, was initially a medical marijuana business. With their recent expansion into the recreational cannabis sector after securing the necessary approvals, Bask needed more than just a functional business space—they needed an environment that would reflect their evolving brand and appeal to a broader audience. Having collaborated successfully on their medical marijuana facility, we were excited to overhaul their interiors, wayfinding systems, marketing materials, and exterior signage as they embarked on this new venture.
Project Focus: Custom Environmental Graphics for a Competitive Edge
For this project, BluEdge’s Boston team took the lead, employing a range of environmental graphics and custom signage solutions to elevate Bask’s business space. The goal was not only to create a cohesive and visually striking environment but to ensure compliance with strict regulations governing signage in the cannabis industry.
The materials we used spanned across self-adhesive vinyl, direct print on aluminum, and small-format printing. Leveraging inkjet, HP archival ink, and Durst equipment, we ensured durability and vibrant results. Notably, the install dates for the medical and recreational phases of the project were a year apart—June 2018 and June 2019, respectively. Despite the long timeline, we completed each phase in just three days, showcasing our team’s efficiency and meticulous planning.
Overcoming Challenges and Innovating Solutions
Like any large-scale project, this one presented unique challenges. Initially, we encountered issues with the thickness of the metal used for the signage—it was too thin for durability, requiring us to switch to aluminum. Additionally, Bask’s remote location in Fairhaven led to higher travel costs for our installation team. However, we navigated these challenges with agility, providing a turnkey solution for all graphics that met the client’s needs without compromising quality or timelines.
A significant part of the project involved ensuring that all signage complied with local regulations. Bask relied heavily on our expertise to recommend compliant font sizes, lighting designs, and sign placements that adhered to the industry’s legal protocols. By aligning regulatory compliance with strong brand aesthetics, we delivered signage that not only met the legal requirements but also elevated the customer experience.
Final Thoughts: Innovating in the Cannabis Industry
With cannabis businesses facing increasing competition, particularly with the rise of recreational use, the importance of visually distinctive, compliant, and flexible environmental graphics cannot be overstated. The 2022 Global Brand Experience Study by Freeman highlights that 72% of marketers believe experiential branding contributes directly to increased consumer engagement and loyalty—a critical insight for businesses like Bask. The combination of customized signage and forward-thinking digital solutions helps brands like Bask not only meet consumer expectations but surpass them. We’re proud of the work we’ve done with Bask and look forward to taking on more projects that push the boundaries of creativity, compliance, and customer experience in the cannabis sector.
