While the number of medicinal cannabis prescriptions continues to rise, medical doctors from Melbourne founded MediCannabis, a private clinic specialising in cannabis-based treatments. Tasked with branding the startup, Waqa Studios created an appropriately professional identity and went on to develop a website design that helped direct interested patients to the clinic.

Creating an identity for MediCannabis.

There was a lot of discussion on the topic of just how green the branding should be and how if we overuse the color we might fall into the trap of it being very cliché. While green was needed to emphasise the natural properties of the green plant in question, we decided, for reasons of differentiation with other brands, to use green as a major supporting color but not to overuse it.


A similar discussion ensued over the use of iconography shaped like a cannabis leaf. Iconic and instantly recognizable, the shape is a brand unto itself and we decided it was necessary. But, in order to distinguish our leaf from others, we adapted the shape to fit the typeface used in the logo, giving it a different and unique look.

The Logo.

The logo consists of an icon and the name of the business, MediCannabis. We integrated a typeface that feels both angular and organic. We feel the angled typography lends itself well to the concepts “science” and “professionalism” and away from some of the first, perhaps negative, connotations that might otherwise come to mind with “cannabis”. The modified cannabis leaf icon integrates well with the MediCannabis typeface as both are angular in nature.

Waqa Studios helped us by developing a brand strategy and a website strategy. They then produced the resulting brand materials, then developed and launched our new website. Their work has already produced excellent results starting from the day our website launched.

Our company, MediCannabis, provides a service in what is still a new market in Australia. We have challenges related to how to distinguish a medical practice from all the unrelated content surrounding cannabis already on the Internet.

Furthermore, we provide a medical service, which in itself is a very challenging industry to present in a manner that is pleasant since the focus of our content itemises illnesses. Waqa Studios made the effort to gain a true sense of these challenges and how to tackle them effectively. They conducted research and explained their thought process on why they made their recommendations. They are communicative and there is always feedback on specifics throughout the strategy and building process. Colours, identity, photo selection, layout, website structure and navigational flow were all among the items worked on to produce the resulting brand and website. All this is hugely beneficial for us.

They built a user-focused website that enables patients to find specifically what they need when searching online for doctors to help them with their health condition. Once arriving on the website the patient experiences a sense of hope, relief, and happiness from the branding. They can see information on treatments available specific to them, and the flow of the experience makes it easy for patients to book an appointment from the website, and this is integrated with our clinical booking system. Waqa Studios consider all these factors and are a pleasure to work with.

David H.
Executive Director, MediCannabis

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