Green Thumb industries

rethinking the cannabis EXPERIENCE FOR NATIONAL MARKETS

Green Thumb Industries came to us looking for a couple rebranding efforts that extended into an end-to-end project: from brand strategy and position, product packaging, website, and in-store promotions/ merchandise, educational materials, and field activations. I had the honor of leading messaging, positioning, content strategy, and writing while collaborating with my design team to develop a persona and visual and verbal identities.

incredibles edibles

The incredibles edibles needed a fresh brand that was as lighthearted and fun as the flavors themselves, but one that takes dosing and consistency seriously. I led the content efforts for brand strategy and positioning, key message development, tagline, product naming, on-pack content strategy and writing, finding opportunities to infuse more personality and create moments of delight on-pack, educational materials and opportunities for sales and in-dispensary/ field activations, conceptual merchandise ideas, and website development.

Screen+Shot+2020-06-25+at+12.16.44+PM.jpg

Screen+Shot+2020-06-25+at+12.17.01+PM.jpg

Screen Shot 2020-06-25 at 12.17.18 PM.png

Screen Shot 2020-06-25 at 12.17.31 PM.png

Screen Shot 2020-06-25 at 12.17.49 PM.png

Screen Shot 2020-06-25 at 12.18.00 PM.png

Screen Shot 2020-06-25 at 12.18.11 PM.png

Screen Shot 2020-06-25 at 12.20.14 PM.png

Screen Shot 2020-06-25 at 12.20.39 PM.png

Screen Shot 2020-06-25 at 12.21.17 PM.png

Screen Shot 2020-06-25 at 12.21.40 PM.png

UX WRITING FOR THE INCREDIBLES WEBSITE

Rethinking the brand also meant rethinking the website. Working with a designer, I established the design layout and information hierarchy, developed educational content for both consumers and industry “budtenders,” and wrote all of the copy.

See My Work

RYTHM

RYTHM had the good problem of having a successful brand that made up around 80% of GTI’s revenue, but it was a brand that lacked meaning (the client’s words, not mine!). So it was up to my team to give purpose to the brand and create a human connection between product and consumer. In my role as lead content strategist and writer, I lead the brand strategy, persona and tone of voice design, education of translating complex cannabis terms into understandable language, creating a strategy for the on-pack copy and website.

Screen Shot 2020-06-24 at 10.23.04 PM.png

Screen Shot 2020-06-24 at 10.23.25 PM.png

Screen Shot 2020-06-24 at 10.23.41 PM.png

Screen Shot 2020-06-24 at 10.24.17 PM.png

Screen Shot 2020-06-24 at 10.24.27 PM.png

Screen Shot 2020-06-24 at 10.24.38 PM.png

Screen Shot 2020-06-24 at 10.24.49 PM.png

Screen Shot 2020-06-24 at 10.24.04 PM.png

Screen Shot 2020-06-24 at 10.26.17 PM.png

Screen Shot 2020-06-24 at 10.25.39 PM.png

Screen Shot 2020-06-24 at 10.25.48 PM.png

Screen Shot 2020-06-24 at 10.25.21 PM.png

Screen Shot 2020-06-24 at 10.25.10 PM.png

Screen Shot 2020-06-24 at 10.26.05 PM.png

Content Strategy + ux writing FOR rythm’S Website

For the website redesign, we wanted to maintain a simple experience but needed to reorganize the content in a way that both helped users navigate the site seamlessly and tell our brand story. I evaluated their current site and gave guidance on how we could rethink the experience, then determined content gaps and rewrote the copy to be in line with our positioning and persona.