FullTilt Labs is an emerging cannabis cultivation brand establishing a strong presence across New Jersey’s dispensaries. From its foundation in 2022, I led the development and refinement of its visual identity, ensuring the brand could compete in a landscape dominated by established companies in the industry.

The identity system began with the fundamentals: a logo engineered for clarity, balance, and recognition across digital and physical environments. From there, the brand expanded into a cohesive visual language—typographic standards, alignment logic, scale relationships, color systems, and usage guidelines that support consistency across every application.

FullTilt Labs strength lies in its disciplined visual structure. The brand’s typography, color palette, and compositional rules work together to articulate its position as a premium, top-shelf product. Each decision was grounded in the company’s core values, translating its mission into a set of precise, repeatable design rules.

This system extends across web, social content, merchandise, and packaging which creates a unified identity that stands apart in an often inconsistent market. The result is a brand engineered not only to look premium, but to behave with consistency and intention. It sets a new visual standard for cannabis in the New Jersey market.