Rolling Stoned
Creative director for Greatest Hits, 2022
Strategy:
The category has a soundtrack and refuses to play it. Greatest Hits leans all the way in: classic rock on the walls and a guitar pick for a logo, nostalgia rather than clinical calm.
Design:
Identity, packaging, the store and the product catalogue. One Hit Wonders pre-rolls, picks and matchbooks as merch, and a website with a criminal expungement page beside the menu.
Leadership:
I was head of brand and product at Stay.Gold for the brand and its deployment, from the identity through the store and the catalogue. It opened in Massachusetts in 2022.
Music has always been the brand of cannabis.
Product in Hand
A record label, not a pharmacy.
A guitar pick for a mark, orange on black, and a wordmark that reads like a record label. Tubes that say let the good times roll. Picks and matchbooks at the register, a neon on the wall.
Product in Life
Record store, dispensary.
You walk into what looks like a record store and browse before you queue, because the counter sits in the middle of the room. Beside the online menu sits an expungement page, which the category owes people.
Product in Culture
The soundtrack was always there.
Rock and roll and cannabis have shared a stage for as long as either has been sold, and the legal category still dresses like a pharmacy. A store that admits the association is telling the truth about its customers.
Position:
Head of Brand & Product at Stay.Gold
Services:
Research, Strategy, Design
Partner:
Greatest Hits
Status:
Launched, 2022