From concept to execution, writer Jessica Hundley and I led the creation and development of Flower & Trim—a cannabis lifestyle brand designed to celebrate and redefine modern cannabis culture through the lens of vibrant, trendsetting women. Together, we shaped the brand’s voice, identity, and strategic foundation from its earliest ideation, ensuring every element aligned with our core mission: to offer a fresh, luxurious, and intelligent perspective on cannabis for a global community of “Ladies Who Light.”

We created a brand that not only challenged tired industry stereotypes but also carved out a new space—one that is as stylish and sophisticated as the women it serves. Our goal was to speak directly to an often-overlooked demographic: women who are curious, conscious, successful, and culturally engaged. Together, we developed a voice and visual language that was positive, playful, bold, and sensual—infused with the energy of California, both as a state of mind and a cultural beacon.

We conducted deep market research and audience profiling to understand the cannabis consumer through a new lens—focusing on the underserved segment of women across generations. From the newly legal to the forever fabulous, we identified a psychographic profile that informed our content strategy, brand voice, and product vision.

I led the creation of the brand’s visual identity—establishing the overall look and feel, building a cohesive visual language that expressed Flower & Trim’s elevated, approachable, and feminine tone. From art direction and color palette to digital design and user experience, I ensured every visual element reflected the aspirational lifestyle we were championing.

We developed an editorial platform that extended far beyond cannabis. Flower & Trim’s digital magazine became a virtual environment blending fashion, beauty, sex, art, culture, and cannabis with a tone that was witty, intelligent, and always inviting. Content was created to captivate and educate, but also to reflect the multidimensional lives of the women we were speaking to—curious, conscious, and deeply engaged with the world around them.

I designed and oversaw the build of the digital platform—ensuring that our online presence was as polished and intuitive as our editorial voice. The platform served as both a content hub and e-commerce destination, offering a seamless blend of inspiration and access. We also developed a roadmap for growth through brand licensing, premium product development, immersive experiences, and scalable content partnerships.