PAX is an industry-leading premium vaporizer brand that has garnered national recognition for its tech-forward approach to product design that has helped elevate the perception of its category (cannabis). While working at PAX, I was instrumental in planning and managing the launch of three flagship product lines: PAX 2, PAX 3 and PAX Era.
One of my early projects at PAX was working on a full re-brand for the company to better position PAX in the premium/luxury category. Throughout this process, I worked with our creative team to conceptualize the updated look, manage creative development and implement our new approach across all marketing channels. Project scope spanned:
Logos, colors, fonts, iconography
Brand Messaging
Creative Development
Brand Collateral
Packaging
Digital
On the marketing front, I managed annual marketing programming to support product launches and brand awareness campaigns. Much of my focus was dedicated to developing PAX as a lifestyle brand. For this, we focused our efforts on activating at nation music, art and fashion events like Coachella and SXSW. My responsibilities spanned:
Brand Management
Go-to-Market Strategy
Trade Marketing
Social Media
Email Marketing
Events
