GOOD NEWS
Good News is a cannabis brand with a smart organizing idea: sell mindsets, not strains. Products are named for the moment you want. Counting Sheep for sleep, Friyay for happy hour, Vegas for the big night out. The problem was scale. The portfolio had grown past six core mindsets into a dozen more, and the brand needed one identity elastic enough to hold all of them and still read as one thing.
As Creative Director, I led the team that built that system: the master concept, Good News For Better Times; the equity platform, Maximize the Moment and Cannabis for Next Level Everything; a voice that lets every mindset speak for itself without the brand losing its own; and a modular design system of color, texture, and logos that flexes by occasion but always ladders up to one master palette. The result is a brand that can launch a sleep gummy and a Vegas night-out vape under one roof and have both feel unmistakably Good News.
Role: Creative Director
PROJECT
BRANDING REFRESH