Cannabis business summit™
& Expo 2021
& Expo 2021
From social media to show floor—an integrated design system for a high-impact cannabis industry event at San Francisco’s Moscone Center.
LMI+D had been NCIA’s trusted brand design partner since 2014, shaping the visual identity of their major conferences for nearly a decade. For the 2021 Cannabis Business Summit™ & Expo—returning to San Francisco’s Moscone Center after a two-year hiatus—we were brought in once again to deliver a cohesive, elevated experience.
With deep familiarity with NCIA’s brand and mission, we moved quickly to create bold, memorable design moments that spanned both digital and physical touchpoints. From vibrant digital signage to a custom backlit engagement counter and a dynamic social media campaign, every element worked together to reignite the energy of the industry’s flagship B2B event.
Event Brand Design
Brought in at the eleventh hour, LMI+D quickly stepped in to support NCIA’s Cannabis Business Summit™ & Expo 2021 with bold, high-impact event branding. With years of experience designing for NCIA, we leaned into their established color palette—using it confidently and creatively to bring energy and clarity across the event environment. The final results were striking, cohesive, and elevated the visual storytelling throughout the space.
We focused heavily on digital interior signage, creating vibrant, dynamic pieces that commanded attention without overwhelming. These designs contributed to a modern, polished atmosphere and guided attendees with clarity and style.
Bold Digital LED Signage Design
Vivid colors, legibility, and on-brand design came together in the digital signage pieces we created. These were placed throughout the expo to welcome, direct, and inform attendees while enhancing the overall look and feel of the environment.
"Linda has been NCIA's chief graphic designer for several years and I can't be more happy with her work quality. From event marketing to very long and dry policy white papers, Linda can make anything look beautiful and professional. I couldn't recommend her more."
- Aaron Smith, Chief Executive Officer, National Cannabis Industry Association
Backlit Engagement Counter
One of the standout features of the event was a custom-designed engagement counter—an illuminated, modern display that served as both a focal point and a functional information hub. The design featured a backlit base, an integrated monitor, and a branded backdrop that created a striking presence on the show floor.
What made this piece especially effective was its visual continuity with the membership brochure branding, also featured on this webpage. LMI+D leveraged the bold, modern design system developed for NCIA’s membership materials to create a seamless brand experience across print and physical space. The result was a cohesive, on-brand environment that reinforced NCIA’s identity and drew attendees into a deeper engagement with the organization’s mission.
Digital Marketing & Social Media Campaign
To build excitement and boost attendance for the Cannabis Business Summit™ & Expo 2021, LMI+D crafted and executed a cross-platform digital marketing campaign that energized the event’s comeback after a long hiatus. We designed branded content tailored for LinkedIn, Instagram, Facebook, and X (formerly Twitter), ensuring each asset reflected the bold, professional tone of the event.
The campaign included a full suite of social assets:
Speaker Announcement Cards: Featuring polished headshots, consistent type treatments, and key session details, these posts gave visibility to individual speakers while maintaining visual brand integrity.
Sponsor Recognition Graphics: Branded cards showcased sponsor logos in elegant layouts that honored each organization's contribution without sacrificing the event’s design cohesion.
Promotional Ads: We designed attention-grabbing posts that featured limited-time offers, discount codes, and direct calls to action to drive registrations and ticket sales.
The result was a cohesive, high-impact digital campaign that extended the event brand into the social space—energizing existing audiences, attracting new attendees, and reinforcing the Summit’s leadership in the cannabis business space.
Let’s Design Your Next Standout Event
Need branding that elevates your next conference or trade show? LMI+D specializes in full-spectrum design—exhibitor sales tools, signage, digital campaigns, and immersive brand experiences.
Need branding that elevates your next conference or trade show? LMI+D specializes in full-spectrum design—exhibitor sales tools, signage, digital campaigns, and immersive brand experiences.