field.la

Supporting a strategic digital review, web redesign and successful IPO for the largest cannabis producer in California

BRAND ASSET DESIGN

DIGITAL DESIGN

WEB DEVELOPMENT

ANIMATION

Glass House Group (GHG) is one of the fastest expanding, privately held cannabis and hemp companies in North America. In 2019 it acquired F/ELD, a LA-based cannabis company that manufactures premium cannabis products and award-winning concentrate.

Challenge

Glass House Group had to understand the F/ELD consumer and launch a web presence to capture demand. They knew an opportunity existed to sell more online, and engaged Orange Line to develop a website with e-commerce functionality.

The goal was to bring the psychedelic, trippy, unapologetic aesthetic to life, while also prioritising conversion optimisation.

Our Solution

We completed a full digital review, starting with additional customer research to help the F/ELD team identify their core audience. There was a significant focus on EAT (Expertise, Authority, Trust), given the lack of access to traditional paid channels due to regulations. The redesign of the website for the F/ELD centred around a synthesis interactive homepage, that balanced the stark aesthetic F/ELD desired with a non-cliched psychodelic feel.