CBD | Creative

ROLE

New Brand Build

Creative Direction

Photo & Video Direction

Campaign Development

Events, PR & Social Media

Web & Landing Pages

2019 GREAT•FUL

In 2019, we spotted a rare opportunity when CBD permits began opening up across Latin America and moved fast to capitalize on it. We were among the first to secure a permit and very quickly built, launched, and scaled GREAT•ful across the USA and Latin American markets including Colombia, Costa Rica, Ecuador, and Peru. I led the full brand build, from logo and packaging to photo direction, web design, and multi-channel campaigns, creating a brand strong enough to not just survive COVID but grow through it, driving a 216% increase in sales. It's one of those projects that proves what's possible when timing, strategy, and creative execution all align.

GOALS

Establish GREAT•ful as the #1 trusted, premium yet approachable CBD wellness brand
Secure early market share by launching quickly
Build a scalable, cohesive design system that could flex across digital, print, and events
Expand brand awareness and distribution throughout Latin America using MLM channel and retail
Drive lead generation and recruitment through targeted PR, event, and marketing materials
Grow sales and sustain momentum through COVID through strong marketing and brand equity

MY PROCESS

I started with a full brand audit, positioning GREAT•ful as premium, necessary wellness that feels attainable. The original logo and branding had been built while I was on maternity leave, so upon my return I refreshed the logo, built out the complete design system including typography, color palette, and components, directed photo and video shoots, and applied it across packaging for the full product line including tinctures, gummies, crème, and pet wellness.

With multi-market execution in mind, I designed a modular template system that allowed the team to produce consistent, on-brand content at scale across both English and Spanish-speaking audiences. Templates were built for product launches, promotions, seasonal campaigns, and educational content.

GROWTH

To fuel the MLM channel expansion, I developed recruitment and awareness materials tailored to the Latin American market. This included event branding, presentation decks, promotional print collateral, landing pages, and Doctor collaboration designed to build awareness and convert prospects into distributors.