Magnitude Brand Book by pharmacann

BRAND GUIDE 2022

TABLE OF CONTENTS 2 STRATEGY 3 TARGET 5 BRAND POSITIONING 6 INSIGHT 7 BRAND PURPOSE 8 BRAND PROMISE 9 BRAND ASSETS 10 BRAND CHARACTER 11 BRAND CHAMPIONS 12 OUR MANIFESTO 25 EXECUTION 26 BRAND IDENTITY 27 PRIMARY LOGO 28 LOCKUP 29 SPACE & SIZE 30 LOGO DON’TS 31 LOGO ELEMENTS 32 TYPOGRAPHY 33 PRIMARY FONTS 34 SUPPORT & WEB SAFE FONTS 35 HEADLINE STYLING 36 SIZING 37 COLOR 38 COLOR PALETTE 39 DO’S & DON’TS 40 PHOTOGRAPHY 41 USAGE 42 DON’Ts 43 DIGITAL ASSETS 44 SOCIAL MEDIA 45 DISPLAY ADS 46 EMAIL 47 SCREENS 48 COMPLIANCE

STRATEGY

This brand book lives to guide your understanding of our brand—why it exists, how it sounds and what it looks like. It will help inspire your creative representation of Magnitude in all communications to ensure that we are always positioned consistently.

TARGET STRATEGY

STRATEGY // TARGET “Cannabis allows me to be expressive and creative. I’m the type of person who wakes up and has coffee and a joint. Gotta kick start my day the best way I know how. Cannabis inspires my art and it’s what brings me joy. I love introducing people to my favorite strains. My friends joke that I should take more T-breaks and they are probably right…but I keep a good schedule of taking a tolerance break a week every few months. It’s all about balance and how you feel.” PERSONAL FACTS Age: 32 Occupation: Graphic Designer Average Income: $75k Relationship Status: Single Education: College degree Hobbies: Tattooing, Skateboarding, Biking, Teaching underprivileged youth art classes, Community mural artist SHOPPING BEHAVIOR • Prefers smoking & vaping over consuming edibles and beverages • Frequent user so struggles to get the same high each time due to increased tolerance level • Pays attention to both THC% and terpene profiles while shopping • Previously purchased off street and recently started shopping at dispensaries within the last year • Spends on average ~$200 per week in Illinois dispensary Favorite West Coast Brands: Heavy Hitters, Packwoods, Jungle Boys, Roots (Flow Cannabis) Group of people that our product & brand will most likely appeal to. 4

BRAND POSITIONING STRATEGY 5

THE MORE I USE IT, STRATEGY // BRAND POSITIONING // CONSUMER INSIGHT 6 THE LESS I FEEL IT. Interpretation of trends in human behavior which aim to increase the effectiveness of our product with our consumer.

BRAND POSITIONING // BRAND PROMISE 8 TO BUILD CONFIDENCE THAT PEOPLE WILL GET AN IMPACT OF SEISMIC PROPORTIONS EVERY TIME. What the brand commits to deliver. What is the most important emotional and functional benefits?

THE MAGNITUDE OF MAGNITUDE IS THE HIGH-QUALITY THC EXTRACT ENHANCED WITH ALL-NATURAL TERPENES TO DELIVER AN EARTH-SHAKING IMPACT EVERY TIME. STRATEGY // BRAND POSITIONING // BRAND ASSETS 9 The critical and enduring assets of the brand that will enable the brand to deliver on its promise.

TONE OF VOICE VALUES Dominant Confident Reliable Passionate To always make a remarkable impression To have high standards of quality To consistently deliver what it promises To be passionate about their beliefs STRATEGY // BRAND POSITIONING // BRAND CHARACTER 6 IT’S HIGHLY DOMINANT & CONFIDENT, WHILE AT THE SAME TIME IT’S PASSIONATE AND RELIABLE, ALWAYS DELIVERING WHAT IT PROMISES. 10 The distinguishing personality traits and values of the brand in its best light.

STRATEGY

BRAND POSITIONING

BRAND CHAMPIONS

THE HEAVY HITTERS people

who

are intense, self-assured and live life to the fullest.

11 People who will actively advocate for the brand because they connect with its values and ideals through its purpose and promise.

MANIFESTO

STRATEGY

TIME THAT IS NEVER ENOUGH. DEMANDS ALWAYS COMING IN. PRESSURE INCREASINGLY HIGH. STRATEGY // OUR MANIFESTO 13

Do you get anxious? Do you ever feel down? Do you have trouble sleeping? STRATEGY // OUR MANIFESTO 14

STRATEGY // OUR MANIFESTO AS CANNABIS OFFERS MUCH-NEEDED RELIEF FOR DAILY LIFE. IT’S BEEN INCORPORATED INTO PEOPLE’S ROUTINE AND PLAYS A DEEPLY MEANINGFUL ROLE IN THEIR LIVES. 15

17 Magnitude offers products of seismic proportions. From high-quality THC extract enhanced with all-natural terpenes. STRATEGY // OUR MANIFESTO

STRATEGY // OUR MANIFESTO BUT WHILE LIFE CAN FEEL INCREASINGLY STRESSFUL, OVER TIME FEELING THE JOY OF CANNABIS GETS MORE & MORE DIFFICULT. 18

STRATEGY // OUR MANIFESTO

Because getting high isn’t only a matter of how much, BUT ALSO OF KNOWING HOW MUCH IS TOO MUCH. That’s why at the same time we offer products of seismic proportions.

STRATEGY // OUR MANIFESTO 20 We are also committed to actively share relevant and up-to-date information ABOUT HOW TO LOWER CANNABIS TOLERANCE.

STRATEGY // OUR MANIFESTO 21

BECAUSE

WE ARE MAGNITUDE. And our purpose is to allow people to experience cannabis to its utmost potential. 22 STRATEGY // OUR MANIFESTO

STRATEGY // OUR MANIFESTO And we know that while potency can get us far... WE ARE BOLD, WE ARE CONFIDENT, WE ARE PASSIONATE. 23

KNOWLEDGE CAN GET US FURTHER.

STRATEGY // OUR MANIFESTO

25 EXECUTION

BRAND IDENTITY EXECUTION

BLACK AND ORANGE

PRIMARY IDENTITY

The Magnitude logo can be used in four diferent color combinations: black and orange, white and orange, all black, and all white. The Black and orange logo is preferred for use on lighter backgrounds and the white and orange logo is preferred on darker backgrounds.

EXECUTION // BRAND IDENTITY // PRIMARY LOGO

WHITE AND ORANGE

ONE-COLOR SOLID WHITEONE-COLOR SOLID BLACK 27

The relationship between the various elements of the logo has been carefully studied in order to create a visual blanace and should, under no circumstances, be changed.

The Magnitude logo can also be combined with the seismic vector, but never altered. To keep this logo clean, we do not use the tagline underneath it.

EXECUTION // BRAND IDENTITY // LOCKUP

EXECUTION

CLEAR SPACE

BRAND IDENTITY

SPACE & SIZE

In order to clearly represent the Magnitude brand, a clear space around the logo is required. At all times maintain a clear-zone area around the logo to maximize identification. The areas should never have a conflict upon any other element. The measurement is approximately the half of the height of the “M”.

MINIMUM SIZE

In order to maintain legibility, the logo must never be reproduced below its minimum size. In digital formats, size is measured in pixels rather than inches. At this small size, you should never use it with the tagline.

0.5 inch 16 pixels CLEAR SPACE MINIMUM SIZE ON SCREEN (DIGITAL) MINIMUM SIZE IN PRINT 29

DO NOT alter or change the color of the logo in any way.

EXECUTION

DO NOT outline the logo.

DO NOT add a drop shadow or any sort of effect to the logo that is overly obvious.

DO NOT stretch the logo.

DO NOT rearrage the logo or use any other lockup other than the provided artwork.

DO NOT use the logo on unapproved backgrounds or busy photos.

// BRAND IDENTITY // LOGO DONT’S

Logo Elements

There are three elements to the Magnitude logo. The name, the TM symbol, and the tagline. The name and TM symbol may not be separated or used independently. The ta gline may be separated due to size or if the tagline is being used elsewhere as a main portion of a design.

Trade Mark Symbol

This must always appear with the logo in the upper right hand corner.

Seismic Meter/Chart

The chart can appear solo in a magnitude ad as long as the logo is also in the ad.

Logo with Seismic Chart

Here is a sample of the combined elements.

EXECUTION // BRAND IDENTITY // LOGO ELEMENTS 31

EXECUTION

TYPOGRAPHY 32

33 PRIMARY FONTS Helvetica Neue LT Std is our primary headline and body font. EXECUTION // TYPOGRAPHY // PRIMARY FONTS ABCDEFGHIJKLMN OPQRUSTVWXYZ 1234567890 Black Italic Headline ABCDEFGHIJKLMNOPQRUSTVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HELVETICA NEUE LT STD Headline / Body copy HELVETICA NEUE LT STD Bold ABCDEFGHIJKLMN OPQRUSTVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HELVETICA NEUE LT STD Body copy Roman ABCDEFGHIJKLMNOPQRUSTVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 HELVETICA NEUE LT STD Body copy Light

TYPOGRAPHY

SUPPORT

Body copy can be set in lowercase or uppercase Helvetica Neue.

Neue Light, Regular, Medium or Bold sis the preferred font that should be used for the Magnitude brand.

Arial Regular, Medium and Bold can be used for body copy and

information when Helvetica Neue cannot.

ABCDEFGHIJKLMN

OPQRUSTVWXYZ

EXECUTION //

& WEB SAFE FONTS 34

Helvetica

legal

Regular, Light, Medium

abcdefghijklmn opqrstuvwxyz 1234567890 Helvetica Neue Body and Alternate Headline Light, Regular, Medium, Bold ABCDEFGHIJKLMN OPQRUSTVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890 Arial Body and Alternate Headline

Helvetica Neue should be the main typeface used for headlines. Helvetica neue regular or medium should be used as a secondary weight for sub-headlines, or to demonstrate a change of tone or emphasis. To create branded typography for Magnitude, use larger and smaller font sizes in combination to emphasize the message. In some instances, the tagline can be placed at a 15° angle to create a feeling of movement. If the tagline is angled, you should always use the vector of the angled tagline provided.

EXECUTION // TYPOGRAPHY // HEADLINE STYLING 35

shouldn’t be reduced below a certain type

becomes

Below is an example of

used in an online ad as well as a guide

36 EXECUTION // TYPOGRAPHY // SIZING Typography

size otherwise it

illegible.

typography sizes

for correct sizing. BLUEBERRY 20 pt. 12 pt. 28 pt. DISCLAIMER TAGLINE

COLOR 37 EXECUTION

PRIMARY COLORS

#FF6B00

FOR WEB USE

Red: 255 Green: 107 Blue: 0

FOR PRINTING USE

Cyan: 0 Magenta: 71.5 Yellow: 100 Black: 0

Pantone 1505 PANTONE: 7579 C

#F4911E

FOR WEB USE

Red: 49 Green: 38 Blue: 29

FOR PRINTING USE

Cyan: 41 Magenta: 57 Yellow: 72 Black: 90

Pantone Black 4C PANTONE: 715 C

SECONDARY COLORS

#737477

FOR WEB USE Red: 115 Green: 116 Blue: 119

FOR PRINTING USE

Cyan: 56 Magenta:47 Yellow: 45 Black: 12 PANTONE: 123 C

#FFFFFF

FOR WEB USE

Red: 255 Green: 255 Blue: 255

FOR PRINTING USE

Cyan: 0 Magenta: 0 Yellow: 0 Black: 0 PANTONE: White C

PACKAGING COLORS

#EF3C2F

FOR WEB USE

Red: 228 Green: 60 Blue: 47

FOR PRINTING USE

Cyan: 5 Magenta: 91 Yellow: 91 Black: 0 PANTONE: 7417 C

#772A83

FOR WEB USE

Red: 119 Green: 42 Blue: 131

FOR PRINTING USE

Cyan: 65 Magenta:100 Yellow: 11 Black: 1 PANTONE: 7739 C

Our primary colors were chosen to communicate the shared passion of the Magnitude brand and to differentiate us from the competition.

PRIMARY AND SECONDARY COLORS

Our primary colors are dark orange and black. These pair with the secondary palette to complete the primary brand design system. The colors in this palette are the only colors that may be used.

PROMOTIONAL COLORS

When there is a need to call attention, we use the colors in the packaging palette. These colors accent the primary palette and signal the type of strain we are focusing on.

EXECUTION // COLOR // COLOR PALETTE

DO use primary, secondary, and packaging colors provided in these guidelines to add color, energy, and emphasis to the product.

DO use earthquake vectors to showcase inventory with correct color palettes to enhance the vector.

COLOR DON’TS

DO NOT cover the product with a color overlay. The product should always stand out and be vibrant.

DO NOT use a color or tint that is not in the approved palette to call out content.

EXECUTION // COLOR // DOS & DON’TS

PHOTOGRAPHY

EXECUTION

Our photography features dynamically-cropped shots remniscent of an earthquake, earth, heat, fire, or oil to help the consumer understand the strength of the product.

EXECUTION // PHOTOGRAPHY // USAGE

• Do NOT use photography that shows planets and is other-worldly

• Do NOT use natural backgrounds featuring greenery and fresh looking water or greenery

• Do NOT use photos that depict dry earth

• Do NOT use photos that have soft gradients or colors in the background that are not from the approved palette

• Do NOT use photos that show ashes

• Do NOT use any photo that has a pattern in the background that is not approved in the brand book.

• Do NOT use any images that are below 72 dpi. If an image begins at 72 dpi at 100% DO NOT enlarge photo.

• Do NOT use any images that are below 300 dpi. If an image begins at 300 dpi at 100% DO NOT enlarge photo.

EXECUTION // PHOTOGRAPHY // DONT’S 42

DIGITAL ASSETS

EXECUTION

Our social media strategy fully embodies the spirit of Magnitude by creating content that drives consumers to understand the strength of our product by the visuals presented. Our strategy recognizes that our demographic is mainly male, and so the images reflect strength in darkness, strong imagery, and bold colors.

We recognize that social media is a two-way street and all Magnitude comments, suggestions and questions are given proper public attention in a prompt fashion that clearly illustrates our commitment to engagement, while remaining centrally rooted in passion for the product.

EXECUTION // DIGITAL ASSETS // SOCIAL MEDIA

DISPLAY ADS

Whenever we create display ads that completely feature a magnitude product, the brand must follow the book. This means the colors used match the packaging palette on the buttons or we use white. These will be mostly darker ads that match the book but show the product completely in its glory upfront with vibrant colors.

EXECUTION // DIGITAL ASSETS // DISPLAY ADS 45

EMAILS

We send emails out several times a week and so the photos should be relevant to the offer/concept and should support the brand differentiation from other emails our consumers may be receiving. The buttons or content should always be highlighted in our red or purple pack aging colors, depending if it is sativa or indica, or white. Brand fonts should always be used for all content in the email art.

EXECUTION // DIGITAL ASSETS // EMAIL 46

SCREENS

Our Magnitude screens will be built with the idea of keeping them all in the same design series. The images never dominate and are toned down and smaller, but add a pop of color as the text is the most important part of thes screens for readability. They should be kept simple and never too busy.

EXECUTION // DIGITAL ASSETS // SCREENS 47

EXECUTION

COMPLIANCE

EXECUTION

BUNDLES

ILLINOIS

Yes: Cannot use the word “bundles”. Use “Box” or “BOGO”.

MASSACHUSETTS

Mes: Cannot say price

MED

Yes: Just no prices

REC

Yes: Cannot say “deal”, “discount” or “promotion” Cannot be offered as part of a contest

(Pricing in stores okay per risk analysis with Dan and Jennifer)

MARYLAND

Yes

NEW YORK

Yes: Cannot be tied to specific product. Only dollar amounts/ percentages off a total purchase is allowed.

Ex: Cannot do JH1 flower + Yellow 1:1 Capsules Can do mix and match of one category or mix and match of multiple categories

OHIO

Yes

PENNSYLVANIA

VERIVIP/LIVWELL REWARDS

ILLINOIS

Yes

MASSACHUSETTS

Med Only

MARYLAND

Yes

NEW YORK

Yes OHIO No

PENNSYLVANIA

Email Only COLORADO

Yes MICHIGAN

Yes

// COMPLIANCE // GLOBAL RULES

PRICING AND TRIGGER WORDS

ILLINOIS

Can use words like sale, promotion, gift box.

Examples: Sale, % or $ off, promotion, discount, offers, specials

EXECUTION

OHIO

Can use % or $ off. Can not use the word coupon or show any coupons. Can not say sale, promotion, specials, bun dles.

Examples: Reduced pricing % or $ off SKU or category

Can use “reduced pricing,” “discount,” or “offers”

MASSACHUSETTS

No pricing in email. Can use “bundles”.

MED

Discounts, coupons, promotions can be advertised to medical patients

REC

Cannot use any promotional wording on emails, screens, print

Can still be on Jane (Pricing in stores okay per risk analysis with Dan and Jennifer)

NEW YORK

Cannot promote a single sku or group. If promoting specific items needs to state ‘Staff Pick’. Can use sale, promotion, discount.

Examples: Right: All Matter Oral Solutions - $XX

Wrong: Blue 20:1 Oral Solutions - $XX

Right: Staff Pick 20/ct capsule - $XX

Wrong: Blue 20:1 20/ct capsule - $XX

MARYLAND

Can use words like sale, promotion.

Examples: Sale, % or $ off, promotion, discount, offers, specials, bundles

Right: Sale, % or $ off, promotion, discount, offers, specials, bundles

PENNSYLVANIA

Can use $ and % off in emails and texts. Can not use the word coupon or show any coupons. Can not say discount, deal, sale, special, promo.

Can say: featured, reduced pricing, updated pricing, bun dles, or staff picks

Cannot say “cannabis” have to say “medical marijuana”

// COMPLIANCE // GLOBAL RULES

EXECUTION

COUPONS

ILLINOIS

Yes

MASSACHUSETTS

MED Yes REC No

MARYLAND

Yes

NEW YORK

Yes: Cannot be tied to specific prod uct. Only dollar amounts/percentages off a total purchase is allowed.

OHIO

No: Cannot use word coupon or show coupon.

PENNSYLVANIA

RULES

DISCOUNTS

ILLINOIS

Yes

MASSACHUSETTS

Cannot list price

MED - can list % off

REC - No except for employees. “reduced prices” can only be communicated

MARYLAND

Yes

NEW YORK

Yes: Cannot be tied to specific product. Only dollar amounts/percentages off a total purchase is allowed.

OHIO

No: cannot sell or distribute clothing, apparel or wearable accessories (including stickers, according to OBOP), unless such sale or distribution is to an employee for purpose of identification while at the licensed facility. All swag must be approved for giveaway.

PENNSYLVANIA

Yes: Needs to be submitted to PA DOH

// COMPLIANCE // GLOBAL

GIFT (CANNABIS)

ILLINOIS

Yes MASSACHUSETTS

No MARYLAND

Yes NEW YORK No OHIO

PENNSYLVANIA

EXECUTION // COMPLIANCE

BUY X GET X FREE

ILLINOIS

No free cannabis

BOGO is allowed for non-can nabis items

MASSACHUSETTS

No MARYLAND

No NEW YORK No OHIO No PENNSYLVANIA

PRICE SHOWN ON MARKETING MATERIALS

ILLINOIS

Yes MASSACHUSETTS

No MARYLAND

Yes NEW YORK

Yes OHIO

Yes

PENNSYLVANIA

Yes for emails, not for screens/ physical materials

// GLOBAL RULES