The Valens Company
The Valens Company

The growth of a global cannabis leader.

We established an elevated brand and web presence, along with a comprehensive digital marketing strategy to help take Valens to another level.

The Valens Company is a renowned cannabis company specializing in extraction, testing, formulations, and product development.

We’ve been working with Valens since they started. Our relationship began with a simple request for a logo back when they only had six employees (they have over 150 now). It continues to be a strong ongoing partnership today. They have become one of the industry’s largest players, now listed on the TSX and OTC.

With opportunities abounding in national and international markets, Valens needs a support team that can elevate their brand and enhance their marketing. As a high-profile, publicly- traded company, they require a trustworthy and professional partner they can rely on.

We are proud to be that partner.

Branding

Timeless and trusted by design.

The Valens name means “strong and robust” in Latin. When creating their logo, we knew the design needed to reflect these values. We developed a modern (but not overly trendy) concept with a customized “V” symbolmark, and gave the wordmark space to breathe. With black and white as the main brand colours, the visual identity projects confidence and professionalism. Beyond the logo, we created a comprehensive brand identity along with guidelines to ensure consistency.

The Valens Company Logos
The Valens Company Brand Guide

Website

Welcome to the evolution.

We designed and developed the Valens website to showcase their core areas of expertise and communicate their competitive advantage to stakeholders. We bring the Valens brand to the forefront, while highlighting their high standards and in-depth knowledge. Bold typography, striking imagery, subtle parallaxes and neatly organized content all works together to create an iconic digital platform in the industry.

The Valens website has made incredible strides since it first launched. We have seen consistent month over month increases in traffic and time spent on the site. The compelling blog content has further strengthened growth in traffic. The site has provided the flexibility to evolve along with their business, allowing for continuous optimization of the messaging and aesthetic to suit Valens’ objectives.

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Strategy

Regulation navigation.

Marketing in the cannabis space has its unique challenges. Strict regulations limit the avenues for branded messaging and promotion. While these restrictions provide roadblocks for traditional channels, they also level the playing field.

With Valens being a B2B company, we focus marketing efforts on tactics that speak directly to their customers and investors. We believe that digital provides the best opportunity to do just that. Our digital-forward targeted strategy ensures that we’re reaching the right audience with the content that’s most relevant to them. And that we’re doing it all within the rules.

Content

Saying it with authority.

We developed a distinctly authoritative yet approachable tone of voice for Valens. Through website content, print and digital ads and various marketing materials, we aim to capture their “personal” approach. We also write a series of well-researched, science backed articles on the Valens blog. This content strengthens their authority in the industry. It’s also huge for SEO.

Valens Tradeshow Book Design Mockup

Graphic Design

Every single element feels like Valens.

The look and feel for Valens has evolved over the years, and we have led the updates every step of the way. We design a range of supporting marketing materials including tradeshow print pieces, investor ads and booklets, corporate videos, packaging and more. Each design reflects Valens’ ethos: consistently high quality.

SEO

A golden opportunity to optimize.

Search Engine Optimization for cannabis takes patience, creativity and experience. We take an ongoing monthly dive into Valens’ website analytics and SEO to measure performance across key metrics. This helps to identify opportunities that create impact. So far we’ve seen consistently positive results in organic and direct traffic.

Podcast

There’s a whole lot to extract.

To help position Valens as an industry thought-leader, we came up with the idea to create their own podcast. Extracted takes an unfiltered look at a variety of relevant issues in the cannabis space and brings on a range of well-known industry influencers as guests.

We produce, disseminate, and promote the podcast bi-weekly. After the first season, the podcast has gained impressive traction.

Extracted Cannabis Podcast
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Video

Scenes of their story.

As the “brand guardians” for Valens, we help to ensure their video content is on point. We created Valens’ tradeshow video, provided strategic brand guidance on their corporate video, and co-wrote the script for their ultra-impressive “Dear Industry” video.

Social Media

Staying well-connected.

Working closely with Valens, we strategize and manage their social media to make sure it’s relevant, valuable and timely. Their feed is a thoughtful mix of education, internal culture, behind-the-scenes operations, and company announcements. The steady growth of their followers shows, it’s on the right path.

Final Thoughts

We venture into the unknown with confidence.

Valens’ solid branding and online presence has definitely supported their growth. Over only a few short years, they have become one of the industry’s largest players. With unpredictability around future regulations and where the industry is heading next, one thing is for sure. Valens is well-positioned to continue to having a solid brand presence on a global scale.

Over the years, Twirling Umbrellas’ growing knowledge of the cannabis space and enthusiasm for our company has been unparalleled. They have taken every media task/challenge and executed with the highest quality and care. In short, they just get us and our brand and you can’t ask for much more than that.

Kayla Mann, Internal Communications Manager, Valens

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Whether you’re looking to update an existing website or you’re starting from scratch, we’d like to help you on your digital journey. Reach out and let’s talk.

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