Common Citizen is a Michigan-based cannabis company and lifestyle brand, offering premium products designed to elevate the everyday for both recreational and medical consumers. Inspiration for the creative direction came from their guiding mission - that people matter above all else, and that what unites us is greater than what divides us.

Black-and-white photography and joyful imagery take centre stage, paired with refined typography and a clean design system that reflects the brand’s focus on quality, optimism, and community. The result is a brand expression that feels sophisticated yet human - celebrating individuality while fostering a shared sense of belonging.

Video content ensures a vibrant site with depth to help encapsulate the deep thinking and sincerity that exists behind the brand at every touch point.