Alright, let's wrap this up. Over a third of my career has been dedicated to creating brands within the Canadian cannabis industry. It's been a rollercoaster of creativity, panic, excitement, learning, innovation, and a relentless pursuit of pushing myself to become better at my chosen craft, all the while trying to connect with consumers in an industry that regulates you to not connect with consumers.
I am overwhelmed with gratitude for the opportunities, challenges, and the creative endeavours that have marked this path. It's been a journey filled with all sorts of humans that have believed in me, not believed in me, inspired and challenged me, all of which I have learned important lessons from.
Throughout my tenure, whether building the brand and creative strategy for Tweed, introducing one of the first live resin vapes with Feather (before vapes were even legal in Canada), pouring my personality into Back Forty, or cultivating the unapologetically unique identity of Kolab Project, my aim has remained steadfast. I wanted my work to not only sell products but to ignite inspiration, challenge conventions, and leave an enduring imprint on the industry.
As I look back, I am proud of the impact my work has had. Tweed, a brand that stood as a beacon of community, compassion, and innovation, was a testament to the power of storytelling. Kolab Project emerged as a space for boundless creativity, inviting consumers to embrace the unexpected. Feather, with its design-first approach to vapes, pushed the boundaries of what was possible.
Each brand I've created has been an opportunity to weave narratives and connections that resonate with individuals. I hoped that my work would not only delight consumers but also inspire other designers, creatives, and marketers to push a little harder so that collectively we could raise the bar in an industry that should be fundamentally creative.
It's this drive to connect with individuals that I hope has left a lasting impact on the industry. Building brands should not be viewed as a luxury, it’s a necessity. They don't have to be just products—they should be stories, experiences, and testaments to the power of branding.
To anyone that has helped me realize, even just a fraction of my total vision, I extend my deepest thanks for embracing these brands, for journeying with me through the twists and turns of creativity. I hope my work has sparked conversations, challenged perceptions, and brought moments of joy to your lives.
As I turn the page to new adventures, I carry with me the lessons learned, the memories cherished, and the vision of a future where my creativity isn’t federally regulated. So, here's to the brands that have been my canvas, my passion, and my joy. I hope you've enjoyed the journey thus far, and I look forward to meeting you in the back forty—where the possibilities are endless, and the spirit of adventure awaits.
Here's to future growth... ✌️
