Excellent Everyday Cannabis
Concepting | Brand development | CREATIVE & Strategic DIRECTION | CGI DIRECTION | RETOUCHING | DIGITAL | Design & PRODUCTION
Company: Cresco Labs
Creative Direction & Graphics: Kristen Althoff
Creative Direction & Copy: Ben Ruggiero
Brand Managers: Seth Paterson & Raechel White
Original Concepting: 72 & Sunny
CGI: Steelworks
Retail:
Cresco products are available in Rise (Sativa), Refresh (Hybrid), and Rest (Indica). These posters were created as a way-finding system in dispensaries.
This 5x7 handout highlights why Cresco’s Liquid Live Resin (LLR) vape cartridges are a superior product. The “flower pour” graphic was developed by our team to give a quick visual explanation of how LLR is created from fresh cannabis flowers.
Cresco strain sheets provide information on specific strains including THC percentage, reported effects, and terpenes.
Our team developed dispensary screen content to help educate customers about different strains. These screens serve the dual purpose of helping to meet the sales goals by highlighting why a customer would want to try a new strain that they may not have considered before.
Product Guide:
The Cresco Product Guide was a challenge to use many disparate assets yet make it feel consistent to the campaign. I used our proprietary photography, CGI, sourced some stock images, and did a lot of retouching on older assets that needed updating for accuracy. The result is a really fun and informative book that highlights the Cresco product line in a beautiful way.
Out of Home:
One of many billboards that went up in California and Illinois for the launch.
Cresco partnered with Lefty Out There, a Chicago-based street artist, to paint 2 murals in California for us using his signature squiggle style. The result was captured on video and the the entire thing can be seen on Instagram.
paid media:
The Cresco campaign launch appeared on major websites such as GQ, Vice, Pitchfork, Leafly, and more — as well as many local California newspapers.
CGI Renderings:
We partnered with Steelworks to create these beautiful CGI renders of our jars and Liquid Live Resin vape pens. I was the point person between the Steelworks team and other stakeholders. To get these to their final state I did a lot of planning with the Brand Managers, met with our sales team and extraction scientists to determine accuracy, and gave feedback and creative direction to the Steelworks team. This route saved the company a significant amount of money over photography and retouching, and allowed for more flexibility of use.
