One of the most prominent brands under the Farmer Group umbrella, Florist Farms is a farmer-first cannabis brand based in Central New York, rooted in clean cultivation, transparency, and local pride. The mission is simple: make an honest product for people who genuinely love the plant.
Client: Florist Farms
Industry: Agriculture, Cannabis
Sector: B2B
Roles: Art Direction, Creative Strategy
Copyright: 2026 Farmer Group
Creative Direction
As the Creative Director, I oversee brand, packaging, merchandising, and marketing across the Farmer Group’s portfolio. My role includes:
Led visual identity and brand voice
Establish packaging systems across multiple SKUs and formats
Directed merch, swag, and in-store materials
Partnered closely with sales, operations, and compliance
Managed internal creatives and external vendors
Evolving the Brand
My assignment upon the start of my role is to evolve the visual identity and increase brand equity in a new and ever-changing market. The brand recognition was weak, and the visuals were inconsistent, so the leadership searched for cohesiveness across Florist Farms’ presentation, including packaging, merchandising, and digital marketing. In the rebrand project, I worked with the creative agency to create a new brand mark and compiled a new brand book.
Packaging System
Label production is at the heart of cannabis operation, and my role in setting up a "bulletproof" label production system acts as the critical bridge between creative branding and legal survival. I ensure every product on the shelf is a high-performing marketing tool that simultaneously protects the company from massive financial and legal risks.