420 @ Gage

420 @ Gage

In 2022, I was tasked with creating the campaign branding for cannabis’ biggest holiday of the year: 4/20. This campaign went live at twelve stores in eleven cities across the state of Michigan across digital spaces, billboards, in-store advertisements, and printed merchandise, such as bags and t-shirts. The marketing head requested a design direction that incorporated traffic sign and travel elements. Since we were a Michigan-based company at that time, I leaned on the visual elements of Michigan's license plate and the common design language of road signs and patterns. In combining these concepts, I designed a comprehensive and visually distinct marketing campaign that reached customers across multiple demographics and regions within the state. All assets were adjusted to be within our brand colors, and incorporated previous design elements, such as the map backgrounds and unconventional text-stacking. I collaborated with our deals team to select our most enticing promotions to advertise to increase our in-store foot traffic. On April 20th, I was present in-store to help the budtenders and managers set up the event, ensuring consistency throughout our locations. Every customer I spoke with while on site loved the designs and several asked to buy the t-shirt.

Digital billboard, displayed the two weeks prior to the event around Metro-Detroit and Lansing.

Website pop-up.

Mock-up of 4/20 landing page.

Front and back of “hype card” distributed in purchase bags in the weeks leading up to the event.

T-shirts, given to staff to wear day-of as well as to customers as door prizes.