Green Thumb Industries
A multi‑brand design partnership focused on expanding GTI’s portfolio into the highly regulated Florida market.
Key Roles
Brand Adaptation: Redesigned packaging and marketing collateral to comply with Florida’s regulations while maintaining brand integrity and shelf recognition.
Creative Production: Produced print, digital, and environmental assets for four brands simultaneously under shifting compliance requirements.
Remote Collaboration: Orchestrated communication and file management among corporate, manufacturing, and local retail teams, ensuring smooth hand‑offs and zero production delays.
New Category Launch: Supported creative rollout of GTI’s beverage division, establishing look‑and‑feel guidelines for a newly emerging product line.
Impact
All four brands launched successfully in the Florida market with full compliance approval and consistent brand presence. Creative workflows streamlined communication across time zones and departments, establishing an operational model for GTI’s future state‑by‑state expansions.
Challenge
GTI, a national leader in cannabis wellness based in Chicago, needed creative production support to transition four of its signature brands into the Florida retail market—one of the nation’s most compliance‑restrictive environments. The goal was to reinterpret each brand’s identity for new regulations without losing the distinct voice and personality that set each apart.
Solution
Working remotely with GTI’s Florida‑based team, I served as Production Designer and creative liaison between corporate brand leads, regional partners, and third‑party vendors. I rebuilt packaging and in‑store assets to meet state guidelines, adapting typography, photography, and layout systems while safeguarding each brand’s visual DNA. Collaboration was managed through structured digital workflows and recurring brand‑alignment reviews to guarantee precision and consistency across every SKU and channel.