Acreage Holdings is one of the largest vertically integrated multi-state operators in the cannabis industry. During my time as the Senior Brand Marketing Manager, I worked alongside the CMO to lead a team of in-house marketers and agencies to support the companies cultivation, manufacturing and dispensary operations across the United States.
One of my first projects working at Acreage was to develop the overall corporate identity and brand style. Our goal was to build a corporate image that brought a sense of credibility, trust and professionalism to the cannabis industry. The project scope spanned:
Logos, Fonts, Colors
Voice & Tone
Brand Positioning
Stationary Design
Event Activations
To better understand todays modern cannabis consumer, my team partnered with VICE and Insight Strategy Group to do a national quantitative and qualitative consumer segmentation survey. The information gained from the extensive survey data helped inform the overall brand architecture for a house-of-brands that I helped develop under the Acreage corporate umbrella. Project scope spanned:
Consumer Research & Segmentation
Quantitative and Qualitative Data Analysis
Brand Positioning
Leading up to the 2019 Super Bowl, my team developed a concept for a PR campaign that earned first place in the “Viral Campaign” category of the Ragan’s PR Daily Awards (as well as a nod in AdWeek).
The campaign positioned Acreage as an industry leader committed to cannabis education, boosting awareness and taking advantage of the controversy around the rejection of our Super Bowl ad to draw attention to the hypocrisy of federal regulations and the NFL’s (historically) negative stance on cannabis. and CBD.
