Trulieve

Medical Cannabis Company

Tallahassee, FL

  • Rebrand certain promotions

  • Package Redesign

  • Concept

  • Execution

  • Directed & Lead Creative Department

Creative Director and t leader for the retail-based Trulieve. Weekly, high-volume workload for the entire Trulieve portfolio encompassing all forms of media including social, digital, print, animation, video.

Rebranding "Mini Mondays"

 

3.) Making Mondays cool   

  • Create an engaging experience that patients will look forward to seeing every week

  • A visual approach

  • Bold and simple in execution

  • Always fresh and fun

1.) Every day is Monday

  • Create a highly stylized, minimalistic environment.

  • Include irreverent & fun sayings that are focused on/around Monday

  • By using everyday items we establish the ease, the frequency, the idea of always having minis with you and on hand just like a phone, keys, wallet, etc., regardless if it’s Monday

  • This approach skews towards lifestyle

2.) Life is more interesting in a miniature

      surreal world 

  • A unique approach to allow Trulieve to "own" (mini) Mondays

  • Create an engaging experience that patients will look forward to seeing every week

  • Create a simple environment that is surreal and magical

  • We can incorporate themed months, events, holidays, etc.

The approach for the on-going mini mondays campaign was staid and dry. There wasn't a concept or strategy to help it have a personality of its own. It needed life pumped into it.

 

Below are 3 mood board concepts, the third option is what was bought off on.

The approach that was bought off on.