REEF PRODUCT LAUNCH

Curaleaf launched Reef (mid-tier flower brand) into a cannabis category drowning in sameness: green palettes, every brand blending into the next.

I built Reef's voice and tone from scratch with Curaleaf's brand leadership, then led copy across the full launch surface (social, web, in-store, MMS, CRM, ecomm) — landing an ownable space to ride the high tide.

Creative Director: John Godwin / Curaleaf