Motive CBD is an Ohio-based, seed-to-sale cannabidiol brand offering a curated line of topicals, ingestibles, and pet products formulated to alleviate pain, improve sleep quality, and manage anxiety.

Strategic Brand Repositioning & Market Expansion

As creative lead, I orchestrated a comprehensive brand evolution that strategically repositioned Motive from the saturated athletic wellness space into the medically-conscious consumer market. This decisive pivot unlocked significant growth opportunities, establishing 12+ strategic partnerships with clinical practitioners, securing multiple wholesale channels, and forging collaborations with influential voices in the chronic pain and self-care communities.

Clinical-Forward Creative Development

I spearheaded a complete visual transformation that reflected the brand's medical positioning. All brand materials were redesigned to evoke clinical credibility and trust, creating an aesthetic that resonated with healthcare providers and patients navigating chronic pain management. This included:

• Healthcare Provider Materials: Developed comprehensive patient education collateral (both print and digital) deployed in doctor's offices to demystify CBD and position Motive as a legitimate therapeutic option.

• Clinical Retail Environments: Designed clinical-forward retail displays that translated the brand's medical authority to point-of-purchase.

• Product Photography & Packaging: Art directed lifestyle and product photography that balanced approachability with clinical legitimacy, while overseeing packaging design enhancements that elevated shelf presence and communicated product efficacy.

Integrated Marketing & Sales Activation

Conceptualized and executed multi-channel marketing initiatives spanning trade shows, guerrilla tactics, and digital campaigns. Led the comprehensive website redesign in collaboration with digital agencies, resulting in a 45% improvement in e-commerce performance. Created sophisticated email marketing automation, implementing complex trigger-based campaigns and customer journey workflows that nurtured leads and drove conversion throughout the sales funnel.

Omnichannel Creative Production

Delivered end-to-end creative across all brand touchpoints including packaging design, digital assets, sales collateral, experiential displays, event materials, and social media content. Developed a comprehensive product catalog that served as the cornerstone sales tool for B2B partnerships.

Creative Leadership & Vendor Management

Managed creative team operations, assessing individual strengths and delegating strategically to maximize output and professional growth. Maintained all creative vendor relationships, coordinating packaging production, print fulfillment, and fabrication projects while providing constructive feedback and ensuring brand consistency across all deliverables.