Cannabis is one of the fastest growing industries in the United States today, and despite the fact that it is still illegal under federal law, twenty nine states plus Washington DC have legalized it in some form. There is an abundance of marijuana dispensaries across the state and competition keeps growing. San Francisco Patient and Resource Center, or SPARC, is a popular medical marijuana dispensary in San Francisco. As cannabis becomes more mainstream and with California’s legalization for recreational use that will go into effect in 2018, it is even more important to think about innovative design and branding approaches to represent the modern face of the business and make it more appealing to a wider audience. This rebrand meets that demand with a retro-modern look that is less “medical” and has a more contemporary feel to it that would work more effectively with their award winning store design. It includes fun secondary graphics that incorporate local imagery, like a t-shirt with the Transamerica building set behind a marijuana joint.