AYR Wellness
AYR Wellness, a vertically integrated cannabis company, was entering the U.S. market with a new corporate identity and needed help defining its voice. They brought me on to shape their content strategy and brand identity—from tone of voice to tagline.
After diving into category insights and the competitive landscape, the identity came to life in a manifesto video and new website.
The result? A brand built for both boardrooms and retail floors—backed by blueprints that continue to power growth across the U.S.
In the Press
hanks to its creative execution and strategic approach, the content created for AYR Wellness earned organic media coverage in top-tier outlets.
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.