Art direction for an alternative medicine podcast.
Client
Montu — Cannaverse
Year
2024
Medical cannabis has been legal in Australia since 2016, but a lack of understanding and public perception has kept many patients from accessing it. Alternaleaf created a podcast to change that designed to spread awareness and break down the stigma around the drug.
I led the art direction for the podcast artwork and content across the series.
Scope of Work
The brief:
Become the #1 resource for medical cannabis in Australia, targeting an audience of naive and new patients. Built around three pillars: engage, educate, advocate.
The look needed to feel professional and engaging. Trustworthy enough for health professionals and approachable enough for someone hearing about medical cannabis for the first time.
The solution:
The podcast went into production which included a shoot art directed by me which featured the host as our talent.
The concept was based around a holiday in space. This worked as a way to visually represent how disorienting medical cannabis can feel for patients trying to navigate the industry.
To help soften the design I included handmade style visuals in post production. These finishing touches resulted in the final assets feeling more warm and human.
This visual system was carried across to the animated elements through storyboards I designed for the motion designer used across video episodes and social cut-downs.
The outcome:
Season 1 launched with 6 episodes with the visual identity carried across every touch point. Each episode was promoted with bespoke artwork and social friendly cut-downs designed to drive listeners back to the full episodes.
