Branding a PR agency with a unique emphasis on journalism.

Spring 2018–Present


Editorial Design

Website Design

Project Overview

We partnered with Ricardo Baca, a thought-leader in the cannabis space, to help establish his new PR agency. We developed a brand strategy and visual identity for Grasslands to bring Ricardo's vision to life.

Journalism with a Twist

Grasslands is a journalism-minded PR agency that provides sophisticated media and communications services to clients in highly regulated industries. It was founded by Ricardo Baca, a thought-leader in the cannabis space with over 20 years of experience in modern media and drug-policy legislation. They came to us wanting a sophisticated and intriguing brand with subtle nods to journalism, and even subtler nods to cannabis.

When I first collaborated with TechGrayscale, I knew we would work together again. And on our second engagement, the firm listened carefully to my vision...and guided me through a creative branding ideation process that was as colloquial as it was high-level. TechGrayscale has a unique capacity of taking an ethereal vision and making it tangible, and that singular skillset is what keeps us coming back for more.

founder & ceo, grasslands

The Building Blocks of a Brand

The Grasslands logomark is bold, simple, and includes journalistic quotation marks. The beautiful display typeface Didonesque Ghost paired with black and white stock photography achieves the elegance we were aiming for.

Real-world Application

Our development of Grasslands’ image eventually led to extensive involvement in branded components, including business cards, brochures, booklets, marketing materials, event collateral, and unique gifts such as incense packaging.


To better showcase their expertise, Grasslands needed to revamp their website, which is where TechGrayscale stepped in. The main goal of the project was to create a simple, modern website that’s clean and sophisticated. We achieved this by using a refined color palette and utilizing negative space. The pages are structured in a journalistic layout and are accompanied by black and white photography that captures their company culture and mission.


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