LA Kush
Graphic Design · Art Direction · Photography · Branding · Campaign Development

Overview
LA Kush, a legacy cannabis company based in Los Angeles, brought me on as Head of Design during a pivotal time of rebranding and expansion. Though my title was Head of Design, my role functioned as a full-spectrum Art Director—leading creative strategy, managing design output, and executing content across packaging, marketing, and retail channels.

Objective
Reinvigorate the LA Kush brand with a premium yet street-smart visual identity that would stand out in dispensaries, elevate brand perception, and support a growing portfolio of SKUs and sub-brands.

My Role

1. Salaried Head of Design (Functioned as Art Director)
2. Directed and managed all aspects of creative production including:
3. Visual identity development
4. Product packaging systems (flower, pre-rolls, vapes)
5. Photography (product + lifestyle)
6. In-store marketing and print collateral
7. Social media design and visual campaigns
8. Art direction and oversight of creative contractors and freelancers

Process

- Brand Audit & Vision Planning
Worked closely with company leadership and sales to understand market needs, brand gaps, and growth opportunities. Developed a modernized visual direction to differentiate LA Kush in a saturated market.
- Visual Identity & Packaging
Established a cohesive design language across SKUs—leveraging bold typography, sleek color blocking, and intuitive label hierarchies to increase shelf appeal and consumer clarity.
- Content Creation & Creative Direction
Directed photoshoots and created stylized content that blended West Coast culture with premium aesthetics, reinforcing the brand's SoCal roots while elevating its position.
- Campaign Development
Conceptualized and executed launch campaigns for new product lines and limited drops, including in-store displays, digital rollouts, and print advertising.

Deliverables

- Designed and systemized packaging for flower, prerolls, vapes, and concentrates
- Produced and edited visual content for digital and print platforms
- Created internal brand guides to ensure consistency across departments
- Directed multiple brand and lifestyle photo shoots
- Developed marketing materials including posters, shelf talkers, and digital banners

Results

- Modernized and unified the LA Kush brand identity across product lines
- Increased brand recognition and shelf impact in key Southern California dispensaries
- Streamlined in-house creative workflows and empowered sales with strong collateral
- Elevated the brand’s perception, aligning visual output with top-tier product quality
- Contributed to measurable lift in social engagement and retailer interest

www.lakush.com | @lakush