Work / Pellucid
Pellucid · Plant based wellness start up
An industry investors did not understand.
$10Mraised. I made the pitch deck and the film that carried the story
A new company in a THC free cannabinoid market that most investors knew nothing about.
Teach first, pitch second: an investor documentary and animated explainers, then a simpler identity, the pitch deck and a product campaign.
Investors understood the industry before the first meeting. The company raised $10M.
Teach first, pitch second
Before any pitch meeting, we made a ten minute documentary on the cannabinoid industry as it stood before 2019. It covers how the plant is grown, processed and extracted, where regulation was heading, and what those changes meant for anyone looking to invest or build a business in the space. Investors watched it first, so the conversation could start at the opportunity rather than the basics.
Most of them had never heard of the endocannabinoid system either, the network of receptors the body uses to keep itself in balance, and the reason plant cannabinoids interact with us at all. So a two minute animated explainer walked through it in plain language. The same approach then did the job for customers, with short films on what the product is and how it is made.
The investor documentary, in full: the industry, the process and the opportunity, as investors saw it before the first meeting.
The endocannabinoid system in two minutes: what it is, and where plant cannabinoids fit in. Made for investors, later shared with customers.
A logo that says transparent
The original mark was heavy and industrial. The brand needed to feel open and approachable, so the shapes were refined and the name set in a simple lowercase with a single point of colour.
The campaign
Product and lifestyle photography for the hand and sports cream range, including a thirty second television style spot and a fight sport series for the recovery cream.