— PROJECT NAME
WYNK Rebrand
— ROLE
Strategy
Creative Direction
Copywriting
Field Activation Oversight
— DATE
2022/23
— AWARDS
Clio – Bronze – Brand Identity
Beverage Testing Institute – Gold – Packaging Design
In 2022, WYNK needed help re-introducing their delicious THC/CBD seltzer to the exploding cannabis consumer market. The product had gained some traction with medicinal cannabis users in regional pockets, but the brand needed to be re-imagined top to bottom to cut through the growing clutter and connect with young adults seeking alcohol alternatives, as well as the rapidly growing segment of nervous novices dabbling in recreational cannabis for the first time.
As a fractional in-house Brand Development lead, my role in WYNK’s brand overhaul would ultimately evolve with each phase of the project, consistently straddling the lines between strategy and creative, execution and oversight.
2022 Sales (pre-rebrand)
$1,100,000
2024 Sales (post-rebrand)
$15,000,000
Over the course of 18 months, I would be responsible for articulating the core brand strategy, crafting the overarching brand purpose, developing the consumer-facing product story, writing copy for all new packaging and retail POS, writing the brand book and style guide, developing trade (Budtender) education materials and experiences, concepting local market experiential activations/sampling events, overseeing annual activation planning for each field marketing region nationally, overseeing media partner content development, overseeing development of the new website & DTC site launch, and concepting custom hero assets for each of the new market announcements.
