Summer 2024 Campaign: High Vibes, Cool Goods
Creative Direction & Brand Experience | New Standard Cannabis
For Summer 2024, I spearheaded the creative direction and execution of New Standard Cannabis’ multi-phase campaign, "High Vibes, Cool Goods." This campaign was designed to engage consumers through strategic retail promotions, experiential activations, and a post-festival product launch, ensuring an extended brand presence throughout the summer.
Phase 1: "Summer Sparks High Vibes" Coupon Book (Memorial Day Weekend Drop)
Kicking off the summer, we launched the "Summer Sparks High Vibes" coupon book, a limited-time collaboration featuring over $250+ in savings from top cannabis brands. This campaign was strategically timed for Memorial Day Weekend, driving early summer traffic to our dispensaries and boosting engagement across multiple retail locations.
Collaborating Brands: Wana, Camino, Lost Farm, Element, Butter, Potpots, Beaverton Farms, and more.
Visual Identity: A vibrant, gradient-heavy psychedelic aesthetic designed to capture the essence of summer fun and appeal to both cannabis enthusiasts and festival-goers.
Retail & Promotional Strategy: The "Summer Sparks High Vibes" coupon book was sold exclusively at New Standard locations, offering customers an incredible value—$250+ worth of free products from sponsoring brands. This initiative not only drove in-store sales but also incentivized customer engagement with partner brands, reinforcing loyalty and increasing foot traffic. Promotional efforts spanned digital campaigns, social media, and in-store marketing, ensuring strong visibility and demand.
Visual Identity: A vibrant, gradient-heavy psychedelic aesthetic designed to capture the essence of summer fun and appeal to both cannabis enthusiasts and festival-goers.
Retail & Promotional Strategy: The "Summer Sparks High Vibes" coupon book was sold exclusively at New Standard locations, offering customers an incredible value—$250+ worth of free products from sponsoring brands. This initiative not only drove in-store sales but also incentivized customer engagement with partner brands, reinforcing loyalty and increasing foot traffic. Promotional efforts spanned digital campaigns, social media, and in-store marketing, ensuring strong visibility and demand.
Phase 2: Electric Forest Activation (Festival Presence)
Building on the momentum, we brought the energy of cannabis culture to Electric Forest, creating an engaging and immersive brand presence in collaboration with Lost Farm by Kiva, Element, Wana, and Pleasanteas.
Festival Activation Highlights:
Experiential brand engagement with product education and sampling opportunities.
Custom festival swag, including an exclusive branded insulated lunch box, designed with bold, psychedelic artwork to resonate with the festival’s aesthetic.
Photo-friendly activations and interactive moments to amplify social media engagement.
Phase 3: Post-Festival “High Vibes” Bundle Drop
After Electric Forest, we extended the campaign’s impact by launching a limited-edition post-festival product bundle, allowing customers to relive the experience long after the music ended.
The "High Vibes" Bundle: A curated collection featuring premium cannabis products from Lost Farm by Kiva, Element, Wana, and Pleasanteas.
Retail Strategy: Tied directly to the Electric Forest activation, this drop maintained consumer excitement and increased sales momentum post-festival.
Marketing & Design Execution: A seamless blend of festival visuals and post-event promotions ensured cohesive storytelling across digital, print, and in-store platforms.
Retail Strategy: Tied directly to the Electric Forest activation, this drop maintained consumer excitement and increased sales momentum post-festival.
Marketing & Design Execution: A seamless blend of festival visuals and post-event promotions ensured cohesive storytelling across digital, print, and in-store platforms.
This campaign was a 360-degree brand experience, leveraging strategic collaborations, experiential marketing, and post-event consumer engagement to maximize impact. By crafting a campaign that spanned Memorial Day Weekend through the peak of festival season and beyond, we successfully drove awareness, in-store traffic, and long-term brand engagement.
Dab Days of Summer
NS x True North Collective T-Shirt Collab
NOW That's What I Call Summer
2023
NOW That’s What I Call Summer 2023
Creative Direction & Design by Jessica Boyke
Creative Direction & Design by Jessica Boyke
For Summer 2023, I led the creative direction and full campaign design for New Standard’s seasonal retail activation, drawing inspiration from the iconic “NOW That’s What I Call Music” albums and the nostalgic energy of summer mixtapes. This campaign fused bold visuals, retro pop culture references, and interactive brand storytelling to create an engaging, high-impact retail experience.
Campaign Concept & Execution
Rooted in music nostalgia and vibrant summer aesthetics, this campaign brought together high-energy visuals with a dynamic in-store experience. The goal was to **blend the familiarity of early 2000s album art with modern design sensibilities**, creating a campaign that felt both nostalgic and fresh.
Rooted in music nostalgia and vibrant summer aesthetics, this campaign brought together high-energy visuals with a dynamic in-store experience. The goal was to **blend the familiarity of early 2000s album art with modern design sensibilities**, creating a campaign that felt both nostalgic and fresh.
Key Creative Elements:
Coupon Book Design – A visually striking, music-inspired promo book featuring exclusive summer deals from top cannabis brands. The bold typography, gradient-heavy color palette, and layered textures, reinforcing the theme.
Coupon Book Design – A visually striking, music-inspired promo book featuring exclusive summer deals from top cannabis brands. The bold typography, gradient-heavy color palette, and layered textures, reinforcing the theme.
Blazy Daze of Summer mini cooler Bag – A limited-edition merch piece, featuring a festival-inspired text design, ensuring long-lasting brand exposure beyond the campaign.
Multi-Channel Execution – Seamless brand integration across print, in-store displays, and digital touchpoints, maintaining a cohesive and immersive experience.
Multi-Channel Execution – Seamless brand integration across print, in-store displays, and digital touchpoints, maintaining a cohesive and immersive experience.
Impact & Creative Leadership
By tapping into the nostalgia of iconic music culture and summer vibes, this campaign successfully elevated brand engagement, increased in-store interactions, and reinforced New Standard’s cultural relevance. The fusion of early 2000s inspiration with bold, modern design created a distinctive retail moment that resonated with customers and amplified brand visibility.
By tapping into the nostalgia of iconic music culture and summer vibes, this campaign successfully elevated brand engagement, increased in-store interactions, and reinforced New Standard’s cultural relevance. The fusion of early 2000s inspiration with bold, modern design created a distinctive retail moment that resonated with customers and amplified brand visibility.
