I don't just make things look good. I build the system behind the look.
For the past eight years I've worked at the intersection of editorial design, retail strategy, and illustration — most recently as Creative Director at New Standard Cannabis (2020–2026), where I ran all creative across six Michigan retail locations.
Six campaign moments per year. Every season a new visual world: original illustration, co-branded packaging, coupon books, merch drops, scratch cards, in-store signage, email, social. Built from scratch, sold to brand partners, executed in-house. By 2024 the system was generating $750,000+ in annual co-marketing value.
That's the work I do. Not individual assets — campaign ecosystems. Not decoration — brand infrastructure.
What I bring: Campaign concepting and creative direction. Illustration-led brand systems and original character IP. Packaging and dieline production. Retail strategy and seasonal hooks. The rare combination of someone who can write the brief, design the system, illustrate the hero asset, and manage the print vendor.
Who I work with: DTC lifestyle brands. Consumer packaged goods. Food and beverage. Retail. Local and regional businesses ready to stop looking like everyone else.
Studio: Boyke Studio — fractional creative direction, brand audits, and campaign systems for brands that need senior-level creative without a full-time hire. boykestudio.com · jessboyke@gmail.com · 313.404.1635