THE TRAVEL AGENCY - BRAND IDENTITY

In 2023, I joined The Travel Agency at the outset of New York's legal cannabis market to help build the brand from the ground up. As Design Director, I led the development and evolution of the company's brand system during a period of rapid growth from a single flagship location to four retail locations. I oversaw creative across identity, retail, experiential, digital, product, and campaign channels while managing designers and partnering closely with executive leadership to shape the customer experience and long-term vision of the brand.

The challenge was to create a cannabis brand that felt welcoming, culturally relevant, and accessible to a broad audience while maintaining the sophistication and credibility needed to establish leadership within a rapidly emerging industry.

MY ROLE: Design Director

RESPONSIBILITIES: Brand Identity System, Brand Strategy and World Building, Team Leadership, Creative Direction, Campaign Development, Production Oversight

TEAM: Graphic + Motion Designers, Marketing Team, Executive Leadership

GROWTH: 1 flagship store → 4 retail stores in NYC in 3 years

CHANNELS: Retail • Digital • Product • Packaging • Experiential • OOH • Social • Campaigns