With a name intended to reference General Steel or Standard Oil, General Cannabis aims to be the industry’s most comprehensive portfolio of consumer and business cannabis brands. Although General Cannabis grew quickly with several initial acquisitions, the company still looked more like a patchwork collection of companies rather than a focused brand with a single identity and message. In fact, there was even discussion of rebranding and renaming each acquisition under the General Cannabis umbrella—Iron Protection Group would become GC Security, for example—but nobody knew if that was a good idea or not. As so many rapidly growing companies do, General Cannabis suffered from major brand confusion. It was time to bring in a third-party brand consultant to help better articulate the General Cannabis story, make an expert recommendation on the brand architecture of General Cannabis and its subsidiaries, and bring the entire thing to life visually.