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Goldn Bloom
Goldn Bloom, a licensed cannabis dispensary located in San Diego, embarked on a transformative journey to establish a distinct brand identity, transitioning from its former name, Urbn Leaf. My role in this pivotal transition was to spearhead the rebranding initiative, leveraging my comprehensive skill set that spans design, public relations, and marketing. As the Marketing Director, I led a dedicated team, orchestrating a cohesive strategy that encompassed social media planning, brand identity development, messaging, and the creation or oversight of asset development.
This partnership with Goldn Bloom represented not just a client engagement, but a unique opportunity to contribute to a landmark moment in California's history—the legalization of cannabis in January 2018. The project was as historic as it was dynamic, presenting a chance to shape the narrative and identity of a brand at the forefront of a burgeoning industry.
The initial phase of our collaboration involved integrating a WooCommerce platform with the Indica Online web service, a pivotal system managing Goldn Bloom's inventory and customer interactions. This integration was groundbreaking, marking only the second instance of its application, following my prior work with Fast Grass. The resultant website offered a seamless, real-time inventory management system, streamlined patient registration, online ordering capabilities, and a suite of conventional website functionalities, setting a new standard in the digital cannabis marketplace.
This partnership with Goldn Bloom represented not just a client engagement, but a unique opportunity to contribute to a landmark moment in California's history—the legalization of cannabis in January 2018. The project was as historic as it was dynamic, presenting a chance to shape the narrative and identity of a brand at the forefront of a burgeoning industry.
The initial phase of our collaboration involved integrating a WooCommerce platform with the Indica Online web service, a pivotal system managing Goldn Bloom's inventory and customer interactions. This integration was groundbreaking, marking only the second instance of its application, following my prior work with Fast Grass. The resultant website offered a seamless, real-time inventory management system, streamlined patient registration, online ordering capabilities, and a suite of conventional website functionalities, setting a new standard in the digital cannabis marketplace.
Please Note: The designs presented are often conceptual mockups, implemented to safeguard proprietary information.
Final Products
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In my capacity as Marketing Director for Goldn Bloom, a licensed cannabis dispensary in San Diego, my responsibilities spanned a broad spectrum of creative and strategic initiatives. One of our early tasks was the design of a flyer to introduce the dispensary's new website, a crucial tool for patient registration and information dissemination. Given the stringent legal requirements for cannabis patients, including the provision of a legal address and driver's license number, it was imperative to establish a foundation of trust. We achieved this by engaging directly with customers, meticulously explaining the purpose of each required field, thereby fostering a sense of security and transparency.
Another significant project was the conceptualization and execution of billboard advertising—a unique challenge considering the fleeting moments, typically 2-4 seconds, to capture the attention of passersby. This endeavor required a harmonious blend of the owners' visions, my professional insights, and guidance from our advertising partners. As part of my role, I also navigated the regulatory landscape, ensuring that our billboards were strategically placed within legal boundaries, avoiding interstate highways to comply with state laws. This intricate planning led to the successful placement of billboards in eight key locations, maximizing visibility and impact.
The expansion of Goldn Bloom to include manufacturing introduced an additional layer of brand cohesion efforts. I spearheaded the branding of packaging for their new product line, which included pre-rolled cannabis joints available in three distinct flavors. The design not only aligned with Goldn Bloom's established aesthetic but also incorporated functional elements such as color-coded caps for easy flavor identification, with essential legal and safety information clearly presented on the packaging.
A hallmark event during my tenure was the 1-year anniversary celebration of Goldn Bloom, dubbed "Cannabis Candy Land." This circus-themed extravaganza featured vendors, games, complimentary food and beverages, and an array of cannabis products, attracting over 750 attendees. My responsibilities encompassed directing our team in all aspects of the event—from social media promotion and vendor coordination to layout planning and theme development. This event was a testament to the collaborative spirit of our team, evolving from a simple concept to a multifaceted festival complete with motorcycle clubs, skate teams, live bands, and an assortment of prizes, showcasing my versatility and capability beyond traditional graphic design into comprehensive marketing and event management.
Another significant project was the conceptualization and execution of billboard advertising—a unique challenge considering the fleeting moments, typically 2-4 seconds, to capture the attention of passersby. This endeavor required a harmonious blend of the owners' visions, my professional insights, and guidance from our advertising partners. As part of my role, I also navigated the regulatory landscape, ensuring that our billboards were strategically placed within legal boundaries, avoiding interstate highways to comply with state laws. This intricate planning led to the successful placement of billboards in eight key locations, maximizing visibility and impact.
The expansion of Goldn Bloom to include manufacturing introduced an additional layer of brand cohesion efforts. I spearheaded the branding of packaging for their new product line, which included pre-rolled cannabis joints available in three distinct flavors. The design not only aligned with Goldn Bloom's established aesthetic but also incorporated functional elements such as color-coded caps for easy flavor identification, with essential legal and safety information clearly presented on the packaging.
A hallmark event during my tenure was the 1-year anniversary celebration of Goldn Bloom, dubbed "Cannabis Candy Land." This circus-themed extravaganza featured vendors, games, complimentary food and beverages, and an array of cannabis products, attracting over 750 attendees. My responsibilities encompassed directing our team in all aspects of the event—from social media promotion and vendor coordination to layout planning and theme development. This event was a testament to the collaborative spirit of our team, evolving from a simple concept to a multifaceted festival complete with motorcycle clubs, skate teams, live bands, and an assortment of prizes, showcasing my versatility and capability beyond traditional graphic design into comprehensive marketing and event management.
Package Design
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The remarkable success of Goldn Bloom paved the way for an ambitious expansion into product creation, allowing them to offer proprietary offerings alongside their curated selection from other distributors. A key milestone in this venture was the development of their own line of pre-rolled cannabis products. The design process for the pre-roll packaging was a strategic exercise aimed at distinguishing Goldn Bloom's products within a highly competitive market. Our objective was to craft packaging that exuded a sense of luxury, professionalism, and safety, attributes that resonate with discerning consumers seeking quality and reliability. The result was a design that not only stood out but also reinforced Goldn Bloom's commitment to excellence, contributing significantly to the product's overwhelming success in the marketplace. This achievement further underscored the effectiveness of thoughtful design and branding in establishing a strong product identity and market presence.
