Native Roots

Colorado’s Happy Place

CMONative Roots · 2017–2020

Launched

Leading brand and creative across a growing retail business.

As CMO, I built the in-house creative studio and led brand identity, retail design, campaigns, digital experiences, packaging, and merchandise. My role connected the brand’s direction with the team and production work needed to carry it into the world.

I led fifteen direct reports across disciplines ranging from industrial design to media buying. The work below was created with that team, spanning the physical stores, the products, and the ways people encountered Native Roots outside them.

Role: CMO, in-house
Team: 19-person studio, 15 direct reports
Scope: 53 products, 19 stores, two countries
Result: New store design preferred by 72%

A brand system the whole studio could use.

The refresh connected the primary identity with a broader family of marks, language, photography, and graphic treatments. It gave the team a common foundation for work across stores, products, and campaigns.

The core identity: Native Roots, Liberate Happiness, and Grown with Love.

A family of marks for different products and applications.

Floral art direction brought the plant into the brand’s visual language.

A retail experience built around discovery.

We put the flower bar at the center and gave each product category its own counter. I led the work from store design through the details customers encounter: signage, materials, displays, and merchandise. The intent was to make the space feel like a store people could explore.

Store elevations: translating the identity into architecture.

The flower bar anchors the open sales floor.

Grown with Love, expressed through materials and signage.

Apparel and accessories became part of the retail experience.

One campaign, across print, outdoor, and radio.

“You, but Better” extended the brand beyond the stores. I led creative and media work across the campaign, including a CBD business that opened up advertising opportunities. These presentations show how the idea carried into outdoor and print; the original radio spots are below.

You, but Tranquil — outdoor campaign presentation.

You, but Carefree — billboard presentation.

You, but Confident — print campaign presentation.

Open Space Omm · 30 seconds

River Breeze · 30 seconds

Babbling Bliss · 15 seconds

Mountain Moment · 15 seconds

The brand carried into the digital experience.

The work included websites and mobile commerce alongside the physical stores. The same identity, product photography, and campaign language connected browsing on a screen with shopping in person.

The brand website on desktop.

The campaign’s digital system across desktop and mobile.

Products, packaging, and the details in between.

The studio’s work extended from product packaging to shopping bags, printed catalogs, and everyday brand materials. These applications made the identity tangible and gave the customer something to carry beyond the store.

CBD packaging from the brand guidelines.

A brand people could wear and take part in.

Apparel and accessories gave Native Roots a life beyond the purchase. The work ranged from a coordinated merchandise collection to photography and event experiences, with the studio connecting the brand across each of those settings.

The merchandise collection: apparel, headwear, and accessories.

Matchbooks carried the identity into a small, everyday object.

An event activation from the Native Roots archive.

The role also crossed borders.

At Native Roots, I also led the Garden Variety brand and retail work for the Canadian expansion. That project shows another part of the role: building a distinct identity, packaging, campaign, and store experience for a new market.

Explore Garden Variety →