Branding Experiment Gone Public

I had the opportunity to help shape, design, and lead marketing for one of the cannabis industry's earliest brand accelerators. The mission was bold: launch a portfolio of standout consumer brands that could define the next era of legal cannabis.

Over the course of that journey, we successfully launched 8 distinct brands into market—each with its own identity, audience, and cultural footprint. From naming and product design to go-to-market strategies and national campaigns, I led the creative and marketing charge from concept to shelf.

The outcome? The company went public in both Canada and the U.S., helping set the stage for what modern cannabis branding could look like.