Client: Department M, LLC | Freelance Work
Role: Art Direction/Graphic Design
Brand Building: 22Red is a cannabis lifestyle brand, founded by Shavo Odadjian of the nu-metal band System of a Down. The brand is the culmination of Shavo's pursuit of passion & quality, bringing together music, fashion, and premium cannabis in one space. In two years, we took the brand from a small CA startup to a powerhouse premium brand with a presence in three states (and growing). I worked very closely with the Creative Director, often owning tasks outside my official role as we were a small, but scrappy group. I worked on everything from managing other creatives, to vendor sourcing, to creating merchandising plans (at scale) for dispensaries, to concepting new packaging for product extensions (like the CBD line). I was often called upon to write strain descriptions for the menus as new varieties were launched. It was fun and satisfying to essentially build a brand from the ground up.
Contributions: Art Direction, Photoshoots, Copywriting, Product Displays & Merchandising, Website Direction, Branded Spaces, Print & Digital Marketing: Product Menus, TV Screen Graphics, Brochures, Banners & Social Media Graphics, Posters, Packaging, Merch, Brand Book, Brand Style Guide, & More
