Activations

These projects focus on creating engaging, concept-driven campaigns that bring brands to life through moments of interaction, both in-store and out in the world. Each activation is designed to connect with audiences in a way that feels memorable, approachable, and aligned with the brand’s voice, turning everyday touchpoints into experiences that drive engagement and build loyalty.

Across all activations, I led the art direction and executed the full design system, translating each concept into cohesive visual and physical experiences. From campaign identity and in-store materials to event graphics and digital extensions, the work ensures every detail feels intentional, unified, and built to connect.

Vytal Options

A vertically integrated cannabis company focused on patient care, consistency, and education. Built on a “for patients, by patients” foundation, Vytal Options develops its products in-house with an emphasis on quality, safety, and real-world feedback. The brand is centered on making cannabis more accessible through guidance, transparency, and a commitment to reliable, well-crafted products.

Total Chill 420

A 90s-inspired 4/20 campaign designed to bring nostalgia and energy into the in-store experience at Vytal Options. The activation featured scratch-off cards with prizes, daily rotating deals, and themed visuals that created a sense of discovery and play, turning a high-traffic retail moment into something more interactive and memorable.

  • I led art direction and executed all campaign design, including in-store signage, promotional graphics, and scratch-off materials. I developed the visual concept and translated it across touchpoints to create a cohesive, immersive retail experience.

    • Foot Traffic: 48% increase during campaign period

    • Engagement: 1,000+ scratch-offs redeemed

    • Sales: 26% lift in 4/20 week revenue

Dab Days of Summer

A seasonal campaign built around 7/10 that extended beyond the store into local events and pop-ups. The activation featured curated product bundles and raffle opportunities, creating a flexible system that could travel across different environments. The focus was on meeting customers where they are while reinforcing brand presence through consistent, engaging touchpoints.

  • I developed the campaign’s visual direction and designed all supporting assets, including bundle graphics, raffle materials, and pop-up signage. The system was built to be adaptable across multiple event formats while maintaining consistency.

    • Event Reach: 2,500+ combined attendees across pop-ups

    • Engagement: 800+ raffle entries collected

    • Sales: 19% increase in concentrate category sales

Roam Dispensary

A modern cannabis retail brand designed around ease, exploration, and a more elevated customer experience. Roam focuses on creating a welcoming environment where product discovery feels simple, intuitive, and intentional. The brand blends curated selection with a calm, design-conscious approach to retail, aiming to make the dispensary experience feel more approachable and less transactional.

Love at First Strain

A playful campaign for Roam Dispensary that introduced a new bud bar through the lens of dating culture. Strains were presented as dating profiles, inviting customers to “swipe” and discover their perfect match. The concept blended humor and familiarity to make product exploration feel more personal, approachable, and interactive.

  • I led concept development, art direction, and execution of all campaign visuals, including in-store displays, digital assets, and promotional materials. I translated dating app UI patterns into a physical and digital retail experience.

    • Engagement: 34% increase in bud bar interactions

    • Conversion: 22% increase in featured strain sales

    • Social: 28% increase in campaign-related engagement

Roam Extravaganza

An inaugural 4/20 event designed to establish Roam Dispensary as a community-driven destination. The activation brought together vendors, food trucks, and giveaways to create a high-energy, festival-style experience. The event focused on building local awareness and creating a strong first impression through a mix of entertainment, product exposure, and community engagement.

  • I led art direction and designed all event branding and collateral, including signage, vendor materials, and promotional graphics. I helped shape the overall visual identity to ensure a cohesive and engaging on-site experience.

    • Attendance: 300+ event attendees

    • Brand Awareness: 18% increase in local social following

    • Sales: 32% increase in 4/20 day revenue

CannaContent

CannaContent is a digital marketing agency focused on helping cannabis brands grow through strategic storytelling and high-performing content. The goal was to create an identity that feels sharp, expressive, and culturally fluent, moving beyond the expected aesthetics of the cannabis industry. The challenge was to create an identity that reflects both creative direction and measurable impact.

SEO Challenge

A four-week digital activation designed as an accessible introduction to SEO, timed in the lead-up to 4/20. The program combined education with community participation, guiding attendees through the fundamentals of search strategy in a structured, approachable format. The challenge format encouraged consistency and engagement, positioning CannaContent as both a resource and a thought leader within the space.

  • I led art direction and designed all program materials, including weekly content graphics, social assets, and course visuals. I helped shape the experience to feel approachable, structured, and engaging across digital platforms.

    • Completion Rate: 89% program completion

    • Engagement: 45% increase in email sign-ups

    • Participant Impact: 21% average increase in sales following course completion

Color Me Proud Coloring Book

A Pride-themed coloring book created by CannaContent, in collaboration with Proud Mary Network, as part of a broader initiative celebrating LGBTQ+ identity, visibility, and community within cannabis culture. The project translated themes of expression, pride, and inclusivity into an interactive printed piece designed to be both playful and intentional, serving as a creative touchpoint for engagement during Pride programming.

  • I led art direction and designed the full coloring book, including layout, illustration direction, typographic system, and cover design. I developed a cohesive visual system that balanced expressive line work with structured composition, ensuring the book felt both accessible and visually engaging. I also aligned the design with broader campaign messaging to maintain consistency across CannaContent’s Pride initiatives.

    • Distribution: 250 books distributed during Pride programming and events

    • Engagement: Strong participation at Pride programming and booth activations

    • Brand Lift: ~15–20% increase in social engagement during campaign period

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