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Rebranding & Positioning

A pair of hands holding a young cannabis plant in soil.

A small amber bottle with a black dropper cap surrounded by green cannabis leaves.

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”

Black background with white text reading, 'Democratize Access to Hemp for Natural Health'.

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.

Abstract black and white dotted pattern with vertical streaks.

A stylized promotional poster for hemp with a green and beige color scheme. It features a hand holding a cannabis leaf, a mountain range in the background, and decorative elements with the text 'Trust the Earth' and 'Natural Healing.'

Every Movement Has a Icon

Man holding a protest sign with a marijuana leaf and the words "Trust the Earth" during a rally, with a large banner of the same design in the background on a building.

A large, intricate crop art design in a green field depicting a fist holding a plant, with sun rays, and surrounding text and symbols.

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.

Black and white illustration of a face with the word 'OBEY' in white on a red background at the bottom.

City street lined with brick and modern buildings, with a large mural on one building depicting a hand holding a cannabis leaf and the words "Trust the Earth" at the top.

Sunset sky with tall palm trees and silhouettes of people against a wall with a bright green sign featuring a hand holding a marijuana leaf, with the text "Trust the Earth."

TRUST THE EARTH LAUNCH VIDEO

VIEW FULL PROJECT

Text saying "Unleashing our mission with action" in large, bold black letters on a transparent background.

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.

VIEW PROJECT

A cylindrical machine with an outdoor display on a rock ledge overlooking a canyon with towering red rock formations under a partly cloudy sky.

Taking CBD to Athletes When They Needed 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.

VIEW PROJECT

View of the Grand Canyon at sunset with two people sitting on a rocky outcrop near a black information sign, overlooking the canyon's layered red cliffs and formations.

Black and white photograph of a woman sitting on a seat reading a newspaper.

A Youtube Series About the Most Googled Questions Around 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

Indoor cannabis dispensary with display walls, plants, and educational posters.

We Built Brick & Mortar Shops To Educate And Make CBD More Accessible

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

Black silhouette of a person with a backpack hiking or trekking on a mountain trail with trees.

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

Two hands hold small amber glass bottles with dropper caps in front of a blurred sign that reads "THE CBD SWAP."

SWAP ONLINE

A CBD oil bottle on a background of cannabis leaves, with text overlay saying 'CBD is everywhere.'

Nighttime street scene featuring a convenience store with bright signs advertising various products and prices, including CBD items, with a large overlay text reading "From spas to bodegas, supermarkets to pop-up shops."

A cannabis leaf next to a small bottle of hemp extract with the text 'Ready to swap for free?' and a call to action 'Swap your CBD' on a textured stone surface.

Collection of Charlotte's Web CBD products arranged on mossy ground with leaves and small rocks, including creams, balms, a cooling gel, and tinctures.

Topical Formulas

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.