Social CBD
The CBD market in the United States was experiencing a period of accelerated growth, while contending with shifting federal regulations and ever-evolving public perception of cannabis. In this complex landscape, Social CBD faced a considerable undertaking for success.
As the start-up creative director for Social CBD, the challenge involved creating a brand identity that distanced itself from old stereotypes of cannabis producers and consumers. Managing a freelance team during a demanding investor driven timeframe, a new brand was brought to life. This involved the creation of clean, classic, informative packaging, new brand guidelines, a confident brand voice, and the roll-out of new spokespeople to introduce Social CBD as an trustworthy and innovative brand.
Social CBD Overview
Social CBD had multiple projects running in parallel to stand up a business as quickly as possible to fulfill an accelerated investor timeline. As the hands-on Creative Director, I led my team in developing packaging that exuded reliability and security.
We established comprehensive a set of brand, image, and photo guidelines to cultivate an innovative brand that reflected quality. This vision was expressed across all forms of work, including but not limited to print and digital advertising, product, fixture, in-store merchandising, and experiential work.
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Nyjah Huston x Social CBD
It made sense to partner up with professional skater, Nyjah Huston. He had proven wins youthful charisma, and intense focus of an elite athlete. As Nyjah prepared for the Tokyo Olympics, his hope was remaining injury-free and performing at his peak ability with the help of THC free cannabis.
We worked to integrate and capturing Social CBD into his daily regimen, providing him with premium CBD and hemp products to support his well being.
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Sequential Print Advertisements
This three-page sequential print campaign served a reminder for cannabis industry professionals and consumers to focus on what truly matters, with the help of Social CBD products. The campaign strategically targeted two different audiences building awareness of product as well as the overall mission.
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Social Saturday Postcards
#Social Saturday was an initiative to encourage consumers to connect to what really matters with the help of Social CBD products. These deck of post cards were sent to existing consumers. With the use of playful illustrations we extended the look and feel of Social CBD to be warm, expressive, whimsical, and human.
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Social CBD Digital
You can never forget the online presence needed for a startup. For Social CBD, it's a dynamic and indispensable platform: part sales tool, part brochure, and a clear representation of our brand voice and design. Ultimately, it had be authentically Social CBD—simple, effective, and trustworthy. Banner ads and an ever-evolving online storefront had to flex with changing state and federal rules was a challenge, but was made easier with a standaridized look and feel.
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Original Social CBD Illustrations
These were used to illustrate additional CBD gummy flavors.
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