2019 Azbee Awards of Excellence

Category

Design > Magazine/Newspaper Design > Heartland

Awarded to

Katelyn Boyden, Graphic Designer

Entry details

Cannabis Business Times

Issue date (if applicable): 
Publication name: Cannabis Business Times
Publishing company: GIE Media Inc.
Website home page: https://www.cannabisbusinesstimes.com/

Please describe the publication's mission and readership:

Cannabis Business Times' mission is to provide state-legal cannabis cultivation businesses with strategic information, news and legislative updates and analysis that help them more effectively and profitably run their businesses—from both a cultivation and business perspective—and navigate a brand-new, high-risk, and uniquely challenged industry. We serve a variety of business types, from small outdoor grows in the California market to large-scale grows in states with advanced medical marijuana programs and/or adult-use laws (for recreational cannabis). Our readers also range from cultivators/head growers, who may or may not also be the business owners, to investors and business owners, who have little or no cultivation background. We strive to provide articles, research, case studies/profiles and interviews that ensure our coverage serves our entire audience.

Please describe the enterprising work that went into this entry and its significance or impact on readers:

CBT’s design style is built around unique characters and themes using inspiring people from the industry and illustrative concepts to constantly give the cannabis industry a new face and unique representation of its message. I work closely with talented photographers and illustrators, art directing every step of the way. The visual goal behind “The Queen of the Desert” was to inspire cultivators to use themselves as the power tool to drive their business. Upon hearing Priscilla Vilchis’ nickname, queen of the desert, I knew the photo shoot needed to take place in the desert and she needed to strike a powerful and confident pose. The photographer delivered my vision with finesse and consistency throughout the entire shoot. Collectively, the issue is filled with strong imagery, infographics and illustrations to represent each topic before readers dive into the articles. This is also seen in the April issue of CBT, but instead of representing the cover story through photography, the complex subject matter seemed better suited for an illustration as beautifully chaotic as the topic itself. Working with an illustrator, I was able to get an illustration produced that was both representative of California’s market and visually statistical pulling from the main illustration to accompany important numbers throughout the article. One of the biggest goals of CBT’s design style is rooted in communicating main messaging through visuals to preface and attract readers to the articles that will contribute to growing their businesses.

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