Driving demand to create infrastructure for Montana-grown hemp.
Organization: Project M
Project M is a program for creative people who are inspired to contribute to the greater good, and are looking for a platform to collaborate and generate ideas on projects bigger than themselves.
In August 2019, Marc and John led a group of Project M’ers for two weeks.
After learning more about the existing hemp industry in Montana and talking to a number of people working with the plant, the group was inspired to focus their efforts on highlighting the potential of hemp.
RESEARCHING MONTANA-GROWN HEMP
Marc and John implemented a number of Think Wrong exercises that allowed the group to explore new ideas and directions to raise awareness of this plant and the hemp industry within the state.
Once ideas were settled, the group started to bring them to life, designing mockups of what a brand and campaign could look like. Marc helped provide feedback and ideas to push the M’ers even more, producing a brand that is authentic to the mission of the project on top of resonating with people in Montana.
“In the creative process, designers are victims of their own synaptic connections; subconsciously we’re following predictable pathways to solve problems [whereas] what you would want at the beginning of a design challenge is as many possibilities as you could imagine. 'Thinking wrong' is really about breaking those biases and synaptic pathways to generate a lot of potential solutions before you select and execute one.”
— John Bielenberg, Founder of Project M
MOOD BOARDS & INSPIRATION
Marc then played the role of creative director, ensuring that the work the designers in the group were producing was consistent and fit the look and feel of the new brand.
Each M’er had their role, and Marc worked directly with each one, keeping them on track due to the fast deadline they were working with.