Willie’s Reserve - Experiential
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.
As Willie Nelson’s cannabis brand spread from state to state, so did his legacy as a time-honored ambassador for the legalization movement. My team focused on that ideological momentum with our store-within-store build-outs. Everything we created was highly adaptable, modular, and branded to suit our growing presence. Under my leadership, we created a scalable system, including large and small installations and wall fixtures, that could support virtually any retail space. The result was a complete and honest brand story that flowed from the legend himself to our happy customers.
Notable Deliverables:
Store-within-store build outs
Design research
Brand guidelines
Product display design
Signage and way-finding
Brand ambassador
“Mike is a very motivated creative director who knows how to manage a team of creatives. He navigates deadlines, objectives and priorities with ease, instilling confidence in his team. He knows how to manage and direct people from multiple disciplines while keeping an eye on the overall objective. ”