Austin Wade


    I’m a graphic designer, illustrator, and art dirctor speaking to the design-minded and aesthetic appreciators. My work draws influence from old world design styles and places emphasis on a refined, naturalistic feel. I believe that a focus on natural textures and handcrafted looks creates a connection and draw with the end user that is unrivaled in today’s highly digital landscape.

    In 2010 I got my start designing merchandise and album covers, and worked my way through the ranks to being the art director of a multi-million dollar international corporation. I’ve worked in nearly every industry you can think of and have touched just about every type of design project there is, from designing Instagram ads to directing and treating full 1000sq/ft trade show booths.

    My focus is on intentional branding, packaging, and telling compelling, thoughtful stories through advertising. 


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    BMG

    A new subsidiary under the Advanced Nutrients umbrella, BMG (BigMike’s Genetics) is the company’s foray into the seeds and genetics market. Inspired by 1800’s farming catalogs and vintage hand-made feel, the BMG branding conveys a very hands-on, well-loved hobby and career opportunity for those that really want to sink their fingers into the dirt.

    Services:

    Logo & Identity Design
    Packaging
    Patterns & Iconography
    Marketing & Social
    Campaigns    Brand Style Guide
    Merchandise Design
    Trade Show
    Activations
    Photography Direction
    Illustration



    The Process





    I researched competition and references extensively and found a late 1800s archive of farmers’ catalogs rich with illustrations and styles. This era, before modern technology, required farmers to be deeply involved with their crops—an approach BMG wanted to revive, reflecting the hands-on nature of cannabis cultivation.I created a mood board of modern work that aligned with the old-world aesthetic as a starting point. By using strategic references, we balanced handmade charm with modern clarity. With expired copyrights and free use, we incorporated illustrations from the farmers’ catalogs, creating a direct link to BMG’s inspiration.



    For this project, I looked to primarily bold serif fonts to echo the references and old world hand-carved sinage of the past. For BMG, the initial concept revisited a prior science-focused logo made by another designer, but ultimately shifted toward a new vision.The final logo takes the form of a seal shaped like a seed, featuring simple lettering, a crown of five dots above the “M” to symbolize a 5-star product, and a stippled background reminiscent of vintage stamps. To comply with federal regulations, cannabis leaves were abstracted into bold, wing-like shapes behind the seed.

    Logo





    Iconography


    Using the farmer men found in the 1800’s catalogs, we developed a way to communicate the literal hands-in-the-dirt nature of growing your own cannabis.
    These farmer illustrations show up as much as possible and establish a sort of human connection to the brand and the activity.    Following the same style, we developed a set of flavor note icons. On each seed pack, tucked in the upper corners, are illustrations of the different flavor notes a grower can expect out of their plant when it’s reached harvest and use time.

    Style Guide


      


    Packaging




    BMG’s branding revolves around its color-coded, soft-touch mylar pouch with a light-blocking tube, ensuring seed protection, clear information, and strong shelf presence. Fitting all legal information on the small packs was a major challenge. We solved this by using a strain-specific chart and placing compliance details on the bottom half, while discreetly hiding the barcode on the bottom fold to maintain a clean design.