While I was at Lazy River, we launched over 50+ different strains—each one with its own personality and story to tell. For every new cultivar, I collaborated with our in-house (and intentionally anonymous) designer. We’d give him the strain name, and he’d run with it—creating an original logo concept inspired by the genetics, vibe, or even the name itself. From there, we’d fine-tune the design together until it hit the mark.
Once the logo was finalized, I handled the rollout across all of our marketing channels. That meant crafting everything from social media graphics and email campaigns to in-store signage, digital screens, branded stickers, and even exclusive apparel drops. Every new strain became a mini brand, and my goal was to make that brand instantly recognizable—online, in-store, and beyond.
On top of that, I also took all the product photos myself—capturing everything from packaging to lifestyle setups. These images served as the backbone of our visual content across platforms and helped keep everything consistent and professional.
Of course, marketing in the cannabis industry comes with its own unique challenges. Between strict state regulations and evolving community guidelines on platforms like Instagram and Facebook, we had to get creative. We couldn’t show actual cannabis products on social, so everything had to suggest cannabis without actually showing it. That forced us to lean into symbolism, mood, design, and storytelling—turning limitations into inspiration.
The result was a fully integrated, multi-channel approach that connected each strain to our overall brand while giving it space to stand on its own. From a sticker on a jar to a t-shirt to a curated email to a looping display screen in-store—each touchpoint told part of the story.
Launching 50+ strains wasn’t just about getting products to market—it was about crafting identities, building anticipation, and delivering an experience that customers could connect with at every level. It was hands-on, fast-paced, and one of the most creatively fulfilling parts of my time in cannabis marketing.
