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Lift & Co. helps Canadians explore, understand, and make better decisions around cannabis. Eighty-Eight worked on renaming the brand, the brand positioning and messaging, and the visual identity. We also handled PR around their rebrand.


With the impending legalization of the rec market, Lift reached out to us because they were looking for a rebrand that included a unique name and a fresh look that would appeal to both medical and recreational consumers. We focused on creating an approachable, progressive, and informative brand and added & Co. to their name to represent community, connection and collaboration. The logo focuses on a stylized ampersand that we call the ‘laughing ampersand,’ which looks like a person laughing.


Once Lift & Co. had a new look and feel, we worked with the technology, design and cannabis press to announce the new brand positioning to consumers. We executed a media relations campaign that told the story of why a new brand was necessary for Lift & Co. and what the various elements of the new logo and name represented. The rebrand was featured in publications like Digital Journal, Applied Arts, DesignEdge, Adnews and Marijuana.ca.