Grassroots
Grassroots and Curaleaf
CLIENT:
Designer
Illustrator
Art Director
ROLES:
Grassroots has been around. And I’ve been there for several major brand milestones over the years (see below for some history!). Most recently I was tapped to bring the brand to life on the most crowded cannabis holiday of the year; Four Twenty. Within a very shortened timeline I worked to create a set of themes and templates that represented the various consumer markets and compliance needs. Local marketing teams could swap images and legal disclaimers to fit their needs and specs.
This is more than a “case study”. My time with the Grassroots brands spans several years. Explore the links below to see just a few highlights from that time;
420 Campaign
Strain Icon Illustrations
Product Drops
A product release doesn’t end at the packaging.
The wayback machine
Some client relationships outlast job titles, company names, and even the companies themselves. My work with Grassroots Cannabis started in 2018. At the time the “corporate office” was a converted shed behind a real estate office. As the sole art director I helped build the Grassroots brand from the ground up, was present for the first retail product delivery, and stayed through the brand's evolution, a landmark acquisition by Curaleaf in 2020, and everything that followed. Seven years. Two company names. One continuous creative partnership. This is what that looks like. Below is a selection of work from the early years.
