Motive Pet, an extension of Motive CBD, provides several varieties of pet treats and tinctures that contain full-spectrum CBD.

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 extended to the pet line as well, replacing athletic pup content with concepts and depictions tailored to the new audience, emphasizing companionship and care.

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, print, 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.