Let’s get comfortable
with cannabis
Helping an emerging industry find its voice
When CBD entered the mainstream, the products existed. The language didn't.
At Apothecanna and later Budder Cannabis Creative, I helped shape how people understood, talked about, and ultimately trusted cannabis. That meant far more than writing campaigns. It meant developing positioning, naming products, defining brand voice, building messaging frameworks, navigating early regulatory constraints, and translating evolving science into language that felt credible, approachable, and unmistakably human.
From national CBD launches to educational content, retail experiences, and regulated marketing, the challenge was always the same: make people comfortable with cannabis.
Apothecanna
Campaign Development • Brand Positioning • Copywriting
Apothecanna challenged us to reposition a cannabis topical brand from niche remedy to premium performance care. We created a campaign that spoke to active consumers seeking effective, plant-based pain relief—combining clean, modern design with confident, benefit-driven messaging that elevated the brand well beyond traditional cannabis aesthetics.
Early rollout for early Apothecanna: wheatpaste posters.
Ethos × Thomas Jefferson University
Ethos partnered with Thomas Jefferson University to translate cutting-edge cannabis research into a brand story that built trust with new and canna-curious patients. Across campaign concepts, messaging, and educational materials, we focused on making cannabis feel approachable, evidence-based, and deeply human. Campaign concept and copywriting for Ethos, developed while at Budder Cannabis Creative
