The flagship campaign of New Standard Cannabis's annual summer retail program — and the most ambitious execution of a five-year campaign architecture.
14 original illustrated characters, one per brand partner, deployed across a co-branded coupon book, limited edition cooler tote, sticker sets, social content, and a limited edition t-shirt drop. Every character was designed to live within a unified visual world while giving each partner a distinct identity within the system.
14 brand partner integrations. $750,000+ in co-marketing value directed.
Role: Creative Direction · Original Illustration · Campaign Design · Print Production · Partner Integration · Merch Design
