Planting the Brand foundation
Charlotte’s Web has an incredible origin story, if you're not already familiar with it. It began with one mother's mission to find a natural alternative—hemp—to help her daughter named Charlotte, who was suffering from Dravet Syndrome and experiencing 300 seizures a day. With the assistance of the Stanley Brothers, she discovered profound results through a new alternative: full-spectrum hemp botanicals.
What started with one little girl led to many more mothers finding salvation for their children in hemp. From that day forward, a new mission was cultivated, giving rise to an entire industry dedicated to providing everyone with the choice of hemp as a natural alternative by unleashing the powers of hemp botanicals. That's when Charlotte’s Web became a company.
My role was focused on building the foundational brand strategy that gave us our filter to bring our mission to life. Aimed to reach a broader audience and become the first household name in hemp for natural health.
Brand manifesto “Trust The Earth”
OUR MISSION WAS TO:
Living our Mission Started with Creating A Movement
One of the biggest barriers standing in our way of achieving our mission was trust. Cannabis (especially hemp & CBD) was, and still is, a new realm for people to consider for health and wellness. It also held a stigma as it was illegal for so many years. We needed to change the narrative and get people curious, and properly educated to create more access to hemp in all aspects of life. So we launched a rallying cry for our mission, TRUST THE EARTH.
EVERY MOVEMENT HAS A ICON
We collaborated with world-renowned street artist Shepard Fairey and his design Studio Number One to create a memorable visual for our TRUST THE EARTH movement.
TRUST THE EARTH LAUNCH VIDEO
We created a 3,049,200 SQ. Ft. art installation to spark a conversation About hemp health
To help people understand the importance of access, we created a 3,049,200 square feet or 76-acre-sized art installation that celebrates all of those on earth who’ve benefited from hemp in their daily health. It symbolized Charlotte’s Web ongoing fight and mission to democratize access to hemp.
Taking CBD to People When they need it most
For a lot of people who could benefit from CBD, a major barrier is experiencing it when they need it most, especially athletes. To launch our Topical Formulas and truly feel the power of our recovery benefits, we put an educational vending machine in places where outdoor athletes would need them, like the top of a climb, a long winding road, or a trail. Only payment to get it, finding it.
We created a Youtube series from most googled questions on cbd
A major barrier for people to try CBD was the lack of education and understanding. Most people went to Dr. Google to search for answers. So we picked the top searched topics on CBD and created an educational YouTube series, Searching For Answers. With the help of experts in the field, we educated more people to help them try and experience the power of hemp botanicals for their wellness.
Episode 1
Episode 2
Episode 3
Episode 4
Episode 5
Episode 6
We built brick & Mortar shops to educate and make CBD more accesible
I helped build, design & staff 2 pop-up shops (Miami & Denver) to give people a place to learn, ask questions and try Charlotte’s Web and experience the power of hemp for their daily wellness.
We Made Sure People had a quality CBD experience
To help do that we had to make sure people had quality CBD in their hand. The issue was that bad-quality CBD products were everywhere, unregulated, and in the category for money. And quality matters with hemp if you’re looking for results. Many people's first experience with CBD isn’t good, so they don’t continue their natural journey for wellness. So we created the CBD SWAP PROGRAM, where people could swap their questionable quality CBD for our high-quality botanicals.
SWAP IN PERSON
SWAP ONLINE
Launched new products with familiar forms For More People to experience cBD
During my time we launched several new products. Sleep, Recovery & Calming Gummies, a line of Topical Formulas, new concentrates, and a CBD Pet line. We created performance and e-commerce-driving marketing campaigns for the launches.
