HOTBOX Reserve
Art Direction · Photography · Videography · Design

Overview
Hotbox Reserve, a premium cannabis brand, partnered with me to overhaul its visual identity and elevate its presence across packaging, digital, and print. The brand needed a bold refresh that honored its streetwise roots while creating space for growth in competitive markets.

Objective
Deliver a complete brand revamp — from packaging to content — with a look and feel that’s cohesive, elevated, and instantly recognizable. The challenge: stay true to the brand’s grit while sharpening its visual edge for retail, digital, and B2B audiences.

My Role
Contract Art Director
- I led creative direction and production across all visual channels, including:
- Packaging redesign
- Photography (product + lifestyle)
- Videography (promo + social)
- Social media design
- Sales and brand marketing materials (print & digital)

Process
1. Audit & Strategy
Reviewed the existing brand and identified visual gaps and growth opportunities.
2. Concept & Direction
Developed moodboards, color systems, and layout structures to modernize and unify the brand aesthetic.
3. Shoot Production
Directed product and lifestyle shoots, capturing assets designed to be repurposed across web, print, and social.
4. Execution & Delivery
Rolled out a complete creative suite—from packaging files to campaign content—ready for launch across all platforms.

Deliverables
- Redesigned product packaging
- Directed and produced photo and video content
- Designed assets for social, print, and digital
- Created sales materials, including pitch decks and B2B handouts
- Established a flexible brand system for internal and partner use

Results
- Built a cohesive, elevated brand identity
- Improved shelf presence with standout packaging
- Boosted engagement across social and digital platforms
- Delivered a content library that empowered in-house and third-party marketing teams
- Helped sharpen the brand’s B2B presentation and retail appeal