The Botanist is a health and wellness brand rooted in community, education and experience. The brand takes an immersive approach to how consumers experience retail, cannabis education, events, products and beyond. It’s the first brand my team developed as part of the Acreage house-of-brands.
From concept through execution, I worked hand-in-hand with our creative team to develop the complete brand identity for The Botanist. Since The Botanist is both a retail and product brand, my team was tasked with translating the brand image across all channels and platforms. The project scope spanned:
Brand Positioning
Logos, fonts, colors
Voice & Tone
Packaging Design
Brand Collateral & Educational Materials
Digital
During the rollout of The Botanist brand, I led the go-to-market strategy to open over 15 retail locations nationwide. We partnered with award-winning interior design firm, McKinley Burkart, to develop an immersive retail concept that sets the gold standard for cannabis dispensary design today. My involvement spanned both pre-launch project management and and day-to-day management of retail marketing post-launch. Project scope spanned:
Retail Concept and Interior Design
Operational SOP’s
Tech-stack Development
Retail Collateral
Loyalty Programs and Seasonal Campaigns
Activations and brand partnerships
As the brand lead for the Acreage marketing team, I led the budgeting, planning and implementation of our marketing programs for The Botanist in each market, encompassing the go-to-market strategy for retail openings, product launches and brand activations nationwide. A great example of our hard-work is pictured here at our Hall of Flowers activation in 2019. My day-to-day spanned:
Budgeting & Business Planning
Community Development & Outreach
Digital (website, content, social media, email, SMS)
Events
Advertising
PR
