Trulieve

Medical Cannabis Company

Tallahassee, FL

Rebrand certain promotions
Package Redesign
Concept
Execution
Directed & Lead Creative Department

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

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Rebranding "Mini Mondays"

Minis Anchor

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.