Panacea Payroll
BRANDING
The medical marijuana market is growing at different stages in different states and VFC was contracted to develop an identity for a business provider targeting dispensaries and growers. Some states have legalized a wide range of products for a wide range of conditions, while Pennsylvania offers a few cannabis-based items to patients suffering from a small number of diseases.
Panacea Payroll offers their payroll and human resources support services in multiple states so VFC developed a subtle identity that conveys professionalism. Competitive analysis revealed that purple was virtually unrepresented in the category and it provides the potential to develop more flavor in the future.
STANDARDS
Providing a robust set of guidelines for logo usage in a strategic style guide provides Panacea Payroll with valuable resources to manage their professional services identity right out of the gate. VFC also delivers brand assets to corporate identity clients–a comprehensive set of logos and support art in a single organized directory.
COLLATERAL
Clearly conveying the offering in a concise and compelling way is a priority for businesses entering a market that didn’t exist five years ago. Their services are needed by all of the new businesses in the medical marijuana space but it can be a challenge to get those companies to realize the value of a business services partner like Panacea Payroll. VFC helped to develop messaging and educational collateral.
ADVERTISING
Display advertising in trade show programs helped Panacea Payroll create some start-up traction. VFC kept the messages simple and used industry imagery and the dominate corporate color as attractors. The call-to-action for the ads was designed to get more businesses to understand the value of Panacea’s service offering.
WWW
Although the timeline for going to market was extremely aggressive for Panacea, as they ramped-up to meet the legalization deadline, VFC built a powerfully responsive informational website that allows the company—that also offers workforce management and human resources assistance to small businesses—to reach the widest possible audience.
