Green State is a cannabis news website from the San Francisco Chronicle. Proposition 64, which is the Adult Use of Marijuana Act, was passed a little over a year ago, and because of that, the SF Chronicle wanted to reach and serve existing cannabis users, but also attract new users and curious folks. They wanted to use strong journalism and also expand the SF Chronicle footprint. This show the process of creating the brand identity, which moves away from alarmist, cluttered-looking news sites that gave off a mechanical or clinical feel seen in competitors. We also created sketches, wireframes and explored visuals that ultimately led to the live site, Green State.