ANTHEM

Curaleaf was launching Anthem into the mid-tier cannabis and pre-roll spac. Anthem's positioning was the unlock: American-grown cannabis with a nostalgic, Western aesthetic: think cowboy energy, working-class swagger, no bullshit.

The job was to build a verbal identity that could carry that visual world and earn its place in a category dominated by sameness. I led copy across the launch, developing voice and tone in lockstep with Curaleaf's brand leadership, then executing across packaging, social, web, in-store, visual merchandising, and retail toolkits. The result was a brand that sounded as distinct as it looked: confident, plainspoken, and unmistakably Anthem.

Creative Director: John Godwin / Curaleaf

Senior Copywriter: Haely White

Art Director: