Creative Direction
Proper Cannabis
Led the creative development and ongoing evolution of Proper Cannabis, from initial visual identity and brand launch through years of creative direction, copywriting, and brand maintenance. Developed and guided the brand across packaging, product naming and storytelling, campaigns, retail environments, digital, social, email, photography, illustration, and marketing collateral. Established a cohesive visual and verbal language that could scale across an expanding product portfolio while maintaining a distinct, recognizable point of view. Continued to shape the brand through new product launches, seasonal campaigns, retail initiatives, and day-to-day creative execution—ensuring every touchpoint feels intentional, consistent, and unmistakably Proper.
