Hon and its sub-brand, Wyldflower, are respected cannabis brands based in Ohio, offering products ranging from luster pods to freeze-dried, THC-infused ice cream bites.

As creative lead during Ohio's medical marijuana program, I repositioned Hon as a luxury CPG brand designed specifically for medical cannabis newcomers, transforming the category perception from intimidating to accessible self-care. By strategically positioning edibles as the entry point to cannabis, I wove the brand into consumers' everyday wellness routines through culinary exploration and patient education.

Brand Repositioning & Strategy I spearheaded Hon's creative evolution to create a welcoming environment for new cannabis patients. This included developing comprehensive brand positioning, messaging pillars that emphasized wellness and culinary quality, and an experiential strategy that reframed cannabis as a luxury self-care ritual rather than a clinical product.

Retail & Patient Education Strategy I created and implemented a complete retail strategy including merchandising displays, print materials, and retail training programs specifically designed to guide the cannabis-uninitiated. Working with my team, I developed patient education materials and wrote all supporting copy to position edibles, particularly our infused honey and olive oil, as natural extensions of daily wellness and cooking routines.

Creative Leadership & Execution I art directed the brand's visual trajectory across all touchpoints: lifestyle and product photography, packaging design enhancements, and graphic systems. I designed materials across packaging, digital, print, collateral, event displays, and social media while managing all creative vendor relationships for packaging, print, and fabrication.

I led and managed the creative team, assessing individual strengths, delegating strategically, project-managing workflows, and providing constructive feedback to elevate output quality.