Motive is an Ohio-based, seed-to-sale CBD brand that offers a line of topicals, ingestibles, and pet products to alleviate pain, improve sleep, and manage anxiety.

In my in-house leadership role, I spearheaded the creative evolution of the brand, steering it away from the crowded athletic space and strategically positioning it within the medically-conscious market. This paved the way for impactful partnerships with clinical practitioners, lucrative wholesale opportunities, and influential figures in the health space – spanning from chronic pain sufferers to the self-care market.

Responsibilities included strategizing brand positioning, experiential/display tactics, and messaging pillars. I also art directed the brand's new visual trajectory, shaping both lifestyle and product photography, overseeing packaging design enhancements, and refining the graphic approach.

I was responsible for designing packaging, digital, collateral, event/display, and social media materials and maintained all creative vendor relationships, coordinating packaging, print, and fabrication projects.

I managed the creative team, assessed strengths and delegated accordingly, project-managed tasks, tracked progress, and provided thoughtful, productive feedback.