Willie’s Reserve - Branding
GCH, Inc. is a Colorado corporation founded as a specialized intellectual property development company, tasked with building a market leading enterprise with a premier portfolio of cannabis brands. The company was born out of a meeting at Willie Nelson’s kitchen table in 2014. That memorable conversation evolved into a vision and the launch of our signature brand, Willie's Reserve.
As the Manager of Creative Services, I helped build and drive the visual brand development of Willie’s Reserve. My team created assets for every sector of business, including marketing, packaging, sales, store-within-store, and regional and national advertising campaigns. I also played a key role in instituting creative workflows on national level that increased productivity between GCH and localized state operators.
Notable Deliverables:
Brand guidelines
Logo development
Packaging design
Custom illustration
Paid media and social content
Marketing collateral
“Mike is an excellent art director with a keen design sense and the strong ability to translate strategy into visual executions. What really sets Mike head and shoulders above other art directors is his positive influence on the teams he works with. Natural optimism and a positive outlook are his default settings.”