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Lift rebrands as Lift & Co.

Toronto-based online publisher Lift has undertaken a rebranding initiative. The company has changed it name to Lift & Co. Lift operates an online property specializing in reviews of various cannabis strains at <>. The effort also includes a new logo and collateral materials intended to improve the company's brand awareness in advance of the proposed legalization of the drug. The company previously focused on the medical use of cannabis.

To coincide with the rebranding, the company has also begun a contest promotion called "Lift Off." The winner will receive a hot-air balloon flight. Secondary prizes include tickets to a consumer show called the Toronto Lift Expo.

"It was critical for us, when thinking about the design of our new brand, that Lift & Co. feel like a company Canadians can approach with questions they might otherwise feel uncomfortable taking elsewhere," said Kerri-Lynn McAllister, chief marketing officer of Lift & Co. "We wanted a brand that could grow and evolve with us, just as the cannabis space continues to grow and evolve. The stigma around cannabis is declining, and as the space continues to open up we wanted a look and feel like a brand Canadians can turn to and trust."

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