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In collaboration with the creative team at Flash Flippin, I led the redesign of Waabigwan.com, working closely with the White Earth Nation to reimagine their digital presence through a brand-first, culturally grounded lens. Waabigwan Mashkiki, a tribally owned cannabis dispensary, needed a website that reflected both the sacred traditions of Anishinaabe medicine and the professionalism of a modern retail experience.
My role encompassed shaping a visual identity that honored Indigenous symbolism while embracing clean, contemporary design. I collaborated across UX, strategy, and content to build a digital environment that was not only mobile-responsive and accessible but also deeply immersive. We focused on integrating storytelling, traditional language elements, and natural textures to express the spirit of “Waabigwan,” or “medicine flower.”
The final result was a site that feels authentic, rooted, and welcoming- bridging ancestral knowledge with a forward-facing digital strategy.
