hawkins / design

Willamette Weed

Interactive design system celebrating Portland’s favorite herb with Portland’s favorite publication.

Willamette Week helps “Keep Portland Weird” as the city’s alternative weekly newspaper and website – the publication has it all, dare I say, rolled up for your consumption. Willamette Week requested a templatized, digital experience to celebrate the 2020 Cannabis Cup and support local Portland Business.

Willamette Week and their designers needed the ability to update content across any page, at any time, for all five days of the event.

First, I designed a brand system for the project. Then, I created wireframes and templates to allow for easy asset creation. I also built out each requested page in their CMS, including placements for advertisements and sponsorships.

cultivation classic – home page

cultivation classic – medalists

cultivation classic – winner analytics

educational content

recipes + techniques + fun ways to consume

giveaway + deals section

The team only had to export, upload, and duplicate pages as the event continued.

standard post

hero post

post body

video post

multiple video


recipe body

author / chef credit

Thanks to my branding, guides, and templates, everyone at Willamette Week was done working by 4:20 and ready to join the festivities.

clients + sponsors



  • Will Hawkins
  • Sr. UX Designer


  • Figma
  • Squarespace


Adobe CC


  • 2020