Extracting the exceptional.
The Valens Company / SNDL
The growth of a global cannabis leader.
Acquired by Sundial (Nasdaq: SNDL), The Valens Company was a global leader in cannabis extraction, testing, formulations, and product development. We worked with Valens since their beginnings, back when they only had six employees, long before their TSX listing and international growth.
We developed the iconic Valens brand, custom website, and marketing materials aloing with continued website optimization and ongoing technical & marketing support.
Reach
- Canada’s largest third-party extraction company
Services
- Branding
- Copywriting
- Content Strategy
- Marketing Strategy
- Search Optimization
- Search Marketing
- WordPress Development
- Web Hosting
Year
- 2017 — 2022
Technology
- WordPress
- Pantheon
- Google Cloud Platform
- EOD Historical Data
Branding
Timeless and trusted.
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 primary brand colours, the visual identity projects confidence and professionalism. Beyond the logo, we created a comprehensive brand identity and guidelines to ensure consistency.
Website Development
Leading their digital evolution.
We designed the Valens website to showcase their core areas of expertise and communicate their competitive advantage to stakeholders. We brought 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 work together to create an iconic digital platform in the industry.
The Valens website made incredible strides since it first launched. We saw consistent month over month increases in traffic and time spent on the site. The compelling blog content further strengthened growth in traffic. The site provided the flexibility to evolve along with their business, allowing for continuous optimization of the messaging and aesthetic to suit Valens’ objectives.
Users
Sessions
Page Views
Marketing 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.
As a B2B company, Valens focused its marketing efforts on tactics that speak directly to its customers and investors. Their digital communications provided the best opportunity to do just that. Our digital-forward targeted strategy ensured that we were reaching the right audience with the content that was most relevant to them.
Content Strategy
Speaking 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 aimed to capture their “personal” approach. We also wrote a series of well-researched, science-backed articles on the Valens blog. This content strengthened their authority in the industry. It also provided exceptional SEO results.
Graphic Design
Every element feels like Valens.
The look and feel for Valens evolved over the years, and we led the updates every step of the way. We designed a range of supporting marketing materials including tradeshow print pieces, investor ads and booklets, corporate videos, packaging and more. Each design reflected Valens’ ethos: consistent high quality.
SEO
A golden opportunity to optimize.
Search Engine Optimization for cannabis takes patience, creativity, and experience. We conducted monthly dives into Valens’ website analytics and SEO to measure performance across key metrics. This identified opportunities that created impact.
Podcast Development
There’s a whole lot to extract.
To help position Valens as an industry thought leader, we recommended creating their own podcast. ‘Extracted’ took an unfiltered look at a variety of relevant issues in the cannabis space and invited a range of well-known industry influencers as guests.
We produced, disseminated, and promoted the podcast bi-weekly. After the first season, it gained impressive traction and was recognized as a Top 100 Health Podcast on iTunes with listeners in 55 different countries.
Social Media
Staying well-connected.
Working closely with Valens, we strategized and managed their social media to ensure relevance, value, and timely content. Their feed was a thoughtful mix of education, internal culture, behind-the-scenes operations, and company announcements. The steady growth of their followers showed they were on the right path.
Over the years, Twirling Umbrellas’ growing knowledge and enthusiasm for our company has been unparalleled. They have taken every media task and 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, The Valens Company
FINAL THOUGHTS
Into the unknown with uptmost confidence.
Valens navigated the complexities and fluctuations of the cannabis industry with resilience. Amidst challenges, their unwavering commitment to innovation maintained their vital presence, setting the stage for future growth.
Their recent merger with Sundial (SNDL) heralds a significant evolution for Valens, marking the inception of a leader poised to redefine the cannabis landscape. By joining forces, Valens and Sundial are crafting a new narrative of strength and leadership in the sector, aiming to pioneer breakthroughs and set new benchmarks.
