In 2017, Freedom Cannabis established a foundational ‘start-up’ corporate brand to help tell their story to two primary audiences—Health Canada and private investors. Fast forward to legalization of cannabis in Canada, Freedom received their license to grow and began preparations to take their first line of craft-quality products to the (highly regulated) retail market of recreational and medicinal consumers. The project required a steward of their brand to navigate the industry and lead their evolution; from a brand built for the boardroom to a brand built for the consumer. 

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From brief to launch, management of this client and project required an agile and steady hand to navigate the uncharted waters of building a creative + compelling, yet compliant, national cannabis brand.