Lumir Clinic is a patient-focused cannabis health company specializing in CBD products and holistic nurse consulting. I designed and developed the company’s first website from the ground up, establishing a modern digital presence built around user-centered design and brand clarity.
The initial launch delivered a strong visual identity, focused messaging and a streamlined user journey. The platform also supported a multi-tiered affiliate program alongside wholesale and distributor purchasing — a flexible sales infrastructure designed to scale with the business.
Following an ownership change, a consultant was brought in and the project direction shifted. I was asked to execute a revised vision that moved away from user-centered principles and removed core revenue-driving functionality, including the affiliate, wholesale and distributor systems. The revised version did not perform at the same level. The experience was a clear reminder of why alignment between brand, strategy and execution matters from the start.
Despite the changes, the website remains live and has been referenced in broader media — including a Netflix documentary — though it no longer operates as an active product or service platform.
This was an international project that required navigating significant time zone differences, evolving stakeholder priorities and complex project dynamics throughout.
Examples of the original design direction are included below.
