In 2021 I partnered with the founders of Highway to create a distinctive and elevated cannabis brand from scratch. We crafted a strategy, name, visual identity, retail concept, and pitch deck that resulted in the raising of 50m in capital, the acquisition of a 30k sqft grow facility, and 5 retail locations located across California.

To realize the brand concept, we created a collection of private-label products across all categories from flower, pre-rolls, vapes, gummies & concentrates. My team and I handled everything from overall retail build project management to product development, packaging design, and content creation.