Sarah Edmands Martin

DESIGNER

Associate Professor
University of Notre Dame

Designer, artist, and scholar working at the intersection of visual communication design, critical fabulation, and media aesthetics. 


Work
Play
Publishing
Teaching
CV
About

 


Recent News

UIC School of Design guest juror
m(other)ing exhibition open
forthcoming talk at Cornell





SARAHEDMANDS
SARAHEDMANDSMARTIN
SARAHEDMANDS


CannaTek Website Design

UI/UX, website design, visual brand identity, illustration, video, photography 2018–2020
Website design for the cannabis manufacturer, CannaTek.    






Concept


The design of the CannaTek website blends contemporary minimalism and handcrafted authenticity, embodying the marijuana brand’s dedication to both high-quality cannabis cultivation and design sophistication. The interface is anchored by a clean, structured grid system, reminiscent of vintage apothecary labels but reimagined through a modern, high-contrast aesthetic. Thin, precisely illustrated botanical linework overlays sections of the site, offering a delicate balance between scientific precision and artisanal care. The typography is thoughtfully selected—a mix of refined sans-serifs for a contemporary edge and subtle serifs for a nod to heritage—creating a dynamic tension that reflects the brand’s blend of tradition and innovation.

ui/ux
website design
visual brand identity
illustration
video work
photography
art direction

published online for 4 years

















    Motion and interaction design play a key role in guiding the user experience. Upon landing, visitors are greeted by a slow, parallax-driven reveal of the Colorado landscape, with the sun rising subtly behind the foothills of the Wet Mountains, reinforcing CannaTek’s commitment to nature. As users scroll, the fine-line botanical illustrations animate fluidly, almost as if being sketched in real-time, bringing an organic warmth to the experience. Micro-interactions—such as hover effects on product categories that expand into elegantly framed descriptions—create an intuitive browsing experience while maintaining the website’s editorial sensibility. The color palette remains earthy yet restrained, utilizing deep greens, warm neutrals, and soft golds to establish a sense of calm sophistication.








    At its core, CannaTek’s digital experience is about storytelling through design. Each product page immerses users in the journey from seed to harvest, using a combination of high-resolution, atmospheric photography and structured, technical line art to reinforce the company’s dual commitment to craft and science. Sections transition smoothly, with seamless SVG animations of plants unfurling and typography subtly shifting into place—a thoughtful representation of CannaTek’s patient, deliberate growing process. The result is a digital presence that feels as premium and carefully curated as the brand’s own cannabis products, leaving visitors with a deep sense of trust and connection to the farm, the process, and the plant itself.










































    The goal in branding the cannabis company’s web presence was to allow both the innovative product and the business’s family values to shine. The new site is founded on historic medicinal imagery imbued into playful illustrations, fit system icons, and clean photography. 

    It was important that the design honor the innovative science which stands at the core of CannaTek’s mission and brand identity. Engineering refined genetics and carefully monitoring the expression of genetic traits, the company’s technology innovates from seed to cultivation.

    The photography and video were created to reference an elegance and exclusivity, elevating the product out of its complicated legalization history in the United States.

























    Between 2017–2022, CannaTek operated two, 35-acre farms in Pope Valley, Colorado———a fertile plot of Southern Colorado nestled in the foothills of the Wet Mountains. Receiving 350 days of sunshine per year, the company has the perfect location to grow the state’s best cannabis product.