The Clinic Brand Book by COHN Marketing

ART MEETS SCIENCE

The purpose of this book is to bring clarity to The Clinic brand. In these pages you will find information on the companyâ&#x20AC;&#x2122;s brand platform and message, plus key usage guidelines for The Clinic brand logo, corporate colors, typography and more.

Unique Selling Propositions

Brand Keywords

21-22

Brand Story

23-26

Brand Promise

Brand Essence

BRAND EXPRESSION

7-20

32-38

LOGO STANDARDS 39-50 Typography

Brand Colors

BRAND BooK & ST YLE GuIDE

TA BLE OF CoNTE NT S

BRAND STRATEGY 6-30

BRAND STRATEGY

unique Selling PRoPositions

CANNABIS GUIDE, LEADING OUR CUSTOMERS TO NEW HEIGHTS.

In an industry in which seasoned enthusiasts share the counter with cannabis greenhorns, The Clinic is the friendly, trusted guide who will not only lead customers—but the entire industry—to new heights. For both medical and recreational users, The Clinic’s team has the depth of knowledge to traverse and simplify these highly specialized products for diverse and often shifting needs.

unique Selling PRoPositions

“COMFORT IN CANNABIS.” A RETAIL EXPERIENCE LIKE NO OTHER.

The Clinic’s retail experience is mindfully designed to welcome new customers with a comfortable, easy-to-explore retail marijuana destination. Careful selection of materials, design, employee attire and experiential elements, mixed with training and attention to detail, creates an environment that is ALWAYS welcoming, NEVER intimidating. The Clinic will become known for its relaxing, comfortable atmosphere that sets the industry standard for what the consumer expects from their dispensary experience. This is only made possible by the company’s deep industry expertise and its employees’ unparalleled personal knowledge and ease. Behind every effortless shopping experience is a detail-oriented infrastructure rooted in clinical know-how and a neighborly disposition.

unique Selling PRoPositions

FROM SEED TO SENSORY EXPERIENCES, EXCELLENCE AT EVERY TURN.

The Clinic is the trusted, go-to authority with a critical eye on all forms of cannabisâ&#x20AC;&#x201D;from regulations to trends to products. Like a seasoned Nordstrom buyer who knows his/her customer and possesses the acumen and intuition to cut through the lot and hone in on the best, The Clinic is constantly weeding through the clutter and producing/presenting the best products, packaging and resources. Our team has the product knowledge and experience to ensure that every product delivers the exact sensory experience our customers desire. We embody the highest standards, so our customers can trust us. We deliver an artisan-quality experience with Starbucks consistency, every single time.

unique Selling PRoPositions

CREATING AND EVOLVING THE NATIONAL CANNABIS DISPENSARY BRAND.

In five years, as legalization spreads, we will look back and say, “The Clinic created a national cannabis brand.” The Clinic will emerge as the best example of a multi-store, national “franchise” brand—the “Chipotle of Cannabis,” if you will. People will cite The Clinic’s store design, quality of product, customer service excellence through training, trusted partners, smart investment, passion and reputation for doing things right the first time. The Clinic is the one to watch in the category. Period.

unique Selling PRoPositions

LIKE OUR CORE PRODUCT, THE CLINIC MAKES THE WORLD A HAPPIER, HEALTHIER PLACE, ONE MARKET AT A TIME.

In the cannabis industry, change is in the air. And as a community partner, The Clinic can influence positive change for those who need support. As a social enterprise, The Clinic is serious about national and local community contributions. Our commitment is already underway; we are proud to be in partnership with the National MS Society on a local, regional and national level. But The Clinic is also planting the seeds for ongoing service growthâ&#x20AC;&#x201D;including the potential donation of a percentage of sales to local organizations and the donation of employeesâ&#x20AC;&#x2122; time as volunteers. Like our core product, The Clinic is dedicated to influencing change and making the world a happier place.

unique Selling PRoPositions

WE DON’T JUST GROW AND SELL THIS REMARKABLE PLANT. WE ARE LEADING THE GROWTH OF AN INDUSTRY.

From its earliest days, The Clinic has been leading the charge to create a thriving cannabis industry in this country—and this commitment will evolve and grow. The Clinic’s ownership helped to forge and influence legislation, continues to foster responsible legislative action and is invested in the industry’s ongoing expansion. With roots in Colorado, The Clinic is helping to establish the state as the hub of the industry, while also helping to cultivate positive change in the form of job growth, increased tax revenue and overall economic growth. What is happening in Colorado now will be felt in other markets as legalization spreads. This focus on creating a strong, national, respected industry will continue every day. That is our commitment now and long into the future.

unique Selling PRoPositions

THE CLINIC IS THE PROGRESSIVE AND RELIABLE CANNABIS PARTNER.

From its earliest days, The Clinic has been leading the charge to create the most consistently high-quality cannabis products in the industry—this commitment extends to the flower, concentrates and whatever might lie ahead. The Clinic’s partners can count on The Clinic to always deliver the same superior product, on time, every day.

BRAND

Change agent, not chasing Confident, not boastful Entrepreneurial, not status quo Passionate, not stiff Focused, not disjointed Knowledgeable/expert, not guessing/assuming Forward-thinking, not stuck on stigma Cannabis â&#x20AC;&#x153;sommeliers,â&#x20AC;? not satisfied with mediocrity Welcoming, not intimidating Approachable, not formal Friendly, not elitist

KEYWoRDS

Aligned, not out for themselves Motivated, not passive Credible, not underground Customer-driven, not narcissistic Strategic, not opportunistic Trustworthy, not misleading Smart, not obtuse Pioneers, not followers Boutique, not generic or elitist Nimble, not rigid Scientists, not merely growers Quality, not just OK Visionary, not shortsighted Cool, not dull High-end, not out of reach

BRand StoRy “THE CLINIC. MAKING THE WORLD A HAPPIER, HEALTHIER PLACE.” Medical and recreational marijuana dispensaries. In 2015, these words conjure up all sorts of stereotypical visuals— positive and negative: dreadlocks…green everything… questionable brand names…Bob Marley imagery…cannabis leaves in every graphical style…medicinal references. Many dispensaries have tried—with some doing a much better job than others—in the short life of this nascent industry. But let’s face it, it is an industry in its infancy, launched with passion and drive but lacking in the resources and retail development acumen of national food/restaurant, coffee, retail or other consumer-facing chains and franchises. The Clinic has been leading this fast-growth industry as the outright frontrunner. Now, The Clinic is poised to revolutionize this category nationally—to create the next wave of medical and recreational destination retail experiences. There will be one national leader in the retail cannabis category, and that leader will be The Clinic.

The Clinic will be the brand of choice for customers in every market it enters. What will make that vision real? It starts with a commitment to the product, from seed to sensory experiences. The Clinic is—and will remain—the trusted, go-to authority, with a critical eye on all aspects of cannabis production—from regulations to trends to products. The Clinic’s entire team has the product knowledge and experience to ensure every product on our shelves delivers the experience our customers seek. The Clinic will be known in the industry as the only choice. Customers, partners, investors, media, employees and other influencers will recognize our years of product and market knowledge to know the difference. In an industry growing daily with a blend of new customers and product enthusiasts with years of experience, The Clinic will be an expert guide, navigating customers to new heights. In our medical and recreational centers, The Clinic’s team has the depth and breadth of knowledge to help users discover the best products for their personal needs, one customer at a time. And what a retail experience The Clinic will be! The Clinic will create “comfort in cannabis shopping.” Each of The Clinic’s retail locations will be mindfully designed—for broad appeal—to welcome new and loyal customers to a comfy, easy-to-explore retail marijuana destination. Careful selection of materials, design, employee attire and experiential elements, mixed with in-depth training and attention to detail, creates an environment that is always welcoming, never intimidating. The Clinic will

become known for its relaxing, comfortable experience made possible by the company’s industry expertise and its employees’ unparalleled personal knowledge and ease. Behind every effortless shopping experience is a comprehensive infrastructure rooted in clinical know-how and a neighborly disposition. But The Clinic’s impact will be felt outside our front door and in the communities we serve. Like our core product, The Clinic’s commitment to giving back also makes the world a happier place, one market at a time. As a socially driven enterprise, The Clinic takes national and local community contributions seriously. This commitment starts with our national partnership with the National MS Society through participation in local, regional and national events. We don’t stop there. We donate a percentage of sales to local organizations and support volunteerism among our internal team. The Clinic is making the world a happier place each and every day, through our people and our genuine commitment to giving back. The Clinic does not just grow and sell this remarkable plant. We are growing an industry. From the earliest days, The Clinic has been leading the charge to create a cannabis industry in America, and this commitment never ends. The Clinic’s ownership helped forge legislation, continues to cause responsible legislative action and invests in the industry’s evolution into a powerful,

meaningful business. With roots in Colorado, we are helping establish our home state as the hub of the industry, while affecting real positive change—via economic growth in the form of jobs and tax revenue for our home state—and all markets it enters. This focus on creating a strong, national, respected industry will continue each and every day—this is our commitment now and for the long run. In five years, as legalization spreads, we will look back and say The Clinic was the one dispensary that emerged into a powerful national brand. The Clinic will become the very best example of a multi-store national “franchise” brand that is viewed like brands such as Chipotle, Apple retail and Starbucks. People will cite The Clinic’s enlightened store design, quality of its product, customer service and training excellence, trusted partners, smart place to invest, genuine passion and reputation for doing things right every time. The Clinic is—and will continue to be—the one retail venture to watch in the cannabis category.

BRAND PRoMISE

ONLY The Clinic can deliver the uniquely scalable elements needed to give the growing cannabis industry a formula for repeatable success nationwide. The company’s unbeatable combination of family values, industry knowledge, business acumen, grower expertise and shopper experience creates the level of quality and consistency necessary to earn customer and partner loyalty and evangelism—enabling The Clinic to become THE trusted guide that both new and seasoned shoppers—and partners—will rely on, time and time again. Along with local community involvement and national legislative trailblazing, The Clinic has deep roots and continually creates the industry standard—one market, one store and one customer at a time.

BRAND ESSENCE

Cultivating Better Lives.

BRAND EXPRESSIoN

credible welcoming trustworthy connected knowledgeable

strategic

BRand Mood BoaRd The mood board is not only the visual expression of the brand, it is the launchpad for all design work to come.

quality

patient

trailblazers

bold

passionate

SECTION NAME

ART MEETS SCIENCE visionary

PHoToGRAPHY

PhotogRaPhy

Logo StandaRds Shown to the right is The Clinic corporate logo. The logo may be used alone or, as shown, with a tagline. Logo guidelines are expressed throughout the rest of this guide. Thank you for following our standards and helping us cultivate The Clinic brand.

Logo StandaRds

Logo ELements

LOGOTYPE

TAGLINE

LOGO ICON

OPTIONAL “CULTIVATING WELLNESS” TAGLINE

Logo StandaRds

Logo Tagline vERsions

LOGO WITH “CULTIVATING HAPPINESS” TAGLINE To be used for Recreational use.

LOGO WITH “CULTIVATING WELLNESS” TAGLINE To be used for Medical use.

LOGO WITHOUT TAGLINE To be used for Medical and Recreational use.

Logo StandaRds

Logo ColoRs Pantone 7704 C

Pantone 7716 C CMYK c83 m24 y43 k0

Pantone 548 C

RGB r0 g149 b151

CMYK c100 m0 y0 k83

Web #009597

RGB r0 g56 b82

CMYK c96 m35 y30 k3 RGB r0 g127 b156 Web #007F9C

Web #003852

Pantone 326 C CMYK c81 m10 y39 k00

COLOR GRADIENT IN LOGOTYPE

Pantone 326 C

RGB r0 g167 b1670 Web #00A7A7

Pantone 647 C

Pantone 7693 C Pantone 647 C CMYK c93 m60 y15 k00 RGB r3 g103 b160

CMYK c88 m62 y13 k32 RGB r30 g74 b120 Web #1E4A78

Web #0367A0

Logo StandaRds

Logo Staging ARea The staging area, also called clear space, is the area around the logo that must always remain clear. It should be thought of as part of the design. The staging area helps separate the logo from visual clutter and helps the design stand out clearly for easier recognition. No other printed material should violate this space. This space also determines the minimum distance between the logo and the closest edge of the surrounding area. The staging area extends to a space no less than the height of the “THE” in the logotype. The staging area required for our logo at the size shown is indicated below.

Height of the word ”THE” should be the clear space, regardless how large or small the logo is.

Logo StandaRds

Logo vaRiations The Clinic logo has been designed for flexible applications and a wide variety of uses. However, care must be taken so that the design is never altered, distorted or deviate from the established guidelines (as shown in the examples below).

Logo StandaRds

Logo vaRiations The staging area, also called clear space, is the area around the logo that must always remain clear. It should be thought of as part of the design. The staging area helps separate the logo from visual clutter and helps the design stand out clearly for easier recognition. No other printed material should violate this space. This space also determines the minimum distance between the logo and the closest edge of the surrounding area. The staging area extends to a space no less than the height of the “THE” in the logotype. The staging area required for our logo at the size shown is indicated below.

Height of the word ”THE” should be the clear space, regardless how large or small the logo is.

Logo StandaRds

Logo vaRiations The Bank logo has been designed for two uses. If it is used in color it must remain the green shown below. If it is placed on a color background, it can be switched to the white version.

Logo StandaRds

Height of the word ”THE” should be the clear space, regardless how large or small the logo is.

Logo StandaRds

Logo vaRiations The Lab logo has been designed for two uses. If it is used in color it must remain the blue shown below. If it is placed on a color background, it can be switched to the white version.

Logo StandaRds

IncoRRect Logo usage The Clinic logo has been designed for flexible applications and a wide variety of uses. However, care must be taken so that the design is never altered, distorted or deviate from the established guidelines (as shown in the examples below).

Example 1

Example 2

Example 4

Example 3

Example 5

Logo StandaRds

Minimum Logo Size The Clinic logo may be reproduced as large as necessary. However, there are limits to how small the design may appear. The Clinic logo with the tagline may never be reproduced smaller than two (2) inches wideâ&#x20AC;&#x201D; measuring from the left edge of the square box to the right edge of the square box. The Clinic logo without the tagline may never be reproduced smaller than one (1) inch wideâ&#x20AC;&#x201D; exceptions to this guideline must be approved by the Marketing Department at 303-777-5259.

2'' 1''

Logo StandaRds

TyPogRaPhy

HEADLINES SuB HEADLINES

Proxima Nova Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

BaRon Neue Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

BoDY CoPY

Proxima Nova Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

BoDY CoPY 2

Proxima Nova - Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

BRand ColoRs SecondaRy CoLoRS* *See page 42 for color builds

PRIMARY CoLoRS*

Additional CoLoRS

Pantone 114 C CMYK c3 m7 y87 k0 RGB r251 g224 b60 Web #FBE03C

Pantone Cool Gray 2 C CMYK c17 m14 y16 k0 RGB r210 g207 b204 Web #D1D0CE