GOOD SUPPLY

What makes a brand connect with real-world folks?
I worked with the in-house creative team on this challenge during my time leading creative direction and helping to make the industry more fun and accessible. Primarily working on visual identity and campaign work across print/digital plus managed partnerships.

The client continued to build popularity, becoming the largest brand in their industry (by sales: 08/22-current)

CREDITS
Art/Creative Direction: Emily Kalatzis
Copy: Geoff Jones

Working collaboratively with internal marketing and communication teams, I creative directed and led development on multiple successful campaigns for the largest cannabis brand in Canada.

WORKING ON THIS PROJECT HAD STRICT REGULATIONS.
These industry-specific constraints helped shape the parameters of what we could show in the Good Supply world.

In a landscape of sterile corporate brands, giving the design a human touch (in this case through dumb puns and terrible jokes) helps show that there’s real people at the other end.

Q) What makes a brand resonate with people?

A) FOLKS CAN ALWAYS SENSE INAUTHENTICITY. DON’T BE SOMETHING YOU’RE NOT.

HASH BATS HIT HARD

Collaborating with the in-house creative team (one of the best crews I’ve ever worked with), I worked on marketing strategy and led creative direction for the launch of the national campaign.

Sales exceeded expectations, and continued to be a top seller after 12 months in market, partly attributed to strong visuals that sparked conversations on the retail floor.

GETTING BAKED

The brand’s concentrates category needed an education-forward approach.

My role included creative direction and production of all key campaign creative and education tools, including designing a new type of easy bake oven.

HOW DO YOU SHOW WHAT MAKES A PRODUCT UNIQUE?

1) Put pencil to paper to visualize the process. Sprinkle in a few chats with folks from R&D.

V1 of a digital model (Back to the drawing board because this just wasn’t quite it.) 🤔

Final version of the digital model included findings from V1 simplified.

Ahhhhh, print and out-of-home Digital campaign materials.

On set of shooting an edutainment video series. *Bill Nye the Science Guy* exploring the devil’s lettuce.

WE ENDED UP SHOOTING A VIDEO TO SHOW THE PROCESS.

THE BRAND FOUND IT’S PLACE IN THE MARKET TARGETING THE “STONER IN US ALL”, EMBRACING COUNTER CULTURE AND NOSTALGIA WHILE NEVER TAKING ITSELF TOO SERIOUSLY.

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