Shaping the voice of cannabis
AYR Wellness, a vertically integrated cannabis company, entered the U.S. market with a new portfolio of brands spanning edibles to vapes. The challenge was twofold: establish a strong corporate identity, while giving each individual brand its own distinct audience, voice, and personality that would speak to the wellness focused consumer.
For the corporate identity, I dove deep into category insights and the competitive landscape to build a brand that could live equally well in the boardroom and on the retail floor. That strategy came to life through a manifesto video and new website, backed by brand blueprints that continue to power AYR's growth across the U.S.
On the brand side, I developed the strategic and creative foundation for each individual brand within the portfolio, defining a distinct target audience, personality, and voice. Rather than a one-size-fits-all approach, each brand was built to stand on its own, speaking to a different consumer need and occasion while still rolling up into AYR's larger portfolio strategy.
In the Press
Through strategic data-driven narratives, we crafted content that earned organic media coverage in top-tier outlets, further weaving AYR Wellness and its portfolio of brands into the cultural zeitgeist and building awareness from the ground up.
AdWeek: Canna Mom Relax? Weed Brands Offer Sweet Releaf for Mother's Day
Crafted a Mother’s Day campaign featured in AdWeek. Creative included short snappy headlines that played on the idea of the ‘Canna Mom’.
Survey Conducted By Ayr Wellness Suggests Cannabis Has A Seat At The Thanksgiving Table
Created an infographic designed to showcase how cannabis consumption differs by demographic. The concept helped showcase AYR’s full portfolio of brands while delivering engaging consumer insights.