Project Role
Lead Campaign Strategist, Messaging

The Business Problem
High Minded Cannabis sought to refresh its brand identity to better resonate with a broader audience, including both seasoned cannabis enthusiasts and newcomers. The challenge was to create a cohesive messaging framework that positioned the brand as approachable, high-quality, and experience-driven while maintaining a sense of premium appeal.

The Insight
Cannabis is not just about the product—it’s about the experience. Consumers engage with cannabis in different ways, from social gatherings to personal relaxation, and they seek brands that understand and cater to their unique journeys. High Minded needed a clear, structured way to communicate its diverse product effects to consumers in a way that was accessible, engaging, and educational.

The Solution
As the Lead Strategist, I developed the messaging framework and brand voice that became the foundation of High Minded’s rebrand. The "Life: In Full Spectrum" campaign was designed to communicate the nuanced effects of cannabis through an easy-to-understand spectrum of experiences, helping new and experienced consumers navigate product selections with confidence.

I structured the messaging around High Minded’s five core experience categories—Activate, Focus, Restore, Chill, and Dream—to simplify the shopping experience and guide consumers toward the right products for their needs.

To bring the campaign to life, I:

• Crafted the brand’s messaging strategy, ensuring the voice and tone were welcoming, educational, and community-driven, reinforcing High Minded’s role as "The Host" in the cannabis space.
• Developed product descriptions that clearly communicated strain effects and flavor profiles while aligning with High Minded’s approachable and experience-driven positioning.
• Created the social media content strategy, emphasizing storytelling, product education, and interactive engagement to strengthen consumer connection and brand loyalty.
• Refined High Minded’s digital experience, ensuring consistency across website copy, dispensary listings, and social media, making it easy for consumers to explore products that fit their lifestyles.

This strategic shift in branding helped High Minded differentiate itself in the competitive cannabis market, improve consumer engagement, and reinforce brand trust and affinity—solidifying its reputation as a premium yet inclusive cannabis brand that meets consumers where they are in their journey.