The Pleasure Was All Mine
I have had the pleasure of not only working with incredible people that have taught me so much, I’ve been able to be a part of many brand’s story and journey to bring health, wellness, and happiness to their consumers. Charlotte’s Web was just one of the incredible brands I’ve helped grow with the collaboration of so many talented people. It’s been the most wildest ride of them all - but when you get to be part of bringing a brand to life and watch it soar - it’s magic! It’s those lessons and memories that help guide me on my path forward to bring other brands to life.
The idea.
Charlotte’s Web didn’t need to start over. It needed to evolve. Once known solely for pioneering CBD, the brand had outgrown its own reputation. It was time to reposition Charlotte’s Web as a modern botanical wellness company—rooted in trust, backed by science, and built to meet people where they are.
The opportunity? Reintroduce a legacy brand with renewed energy, edge, and relevance—without losing the soul that started it all. We had to break the mold—and fast.
The story.
Charlotte’s Web began with one girl and a mission to unlock the healing power of plants. That origin story sparked a movement. But in a crowded, commoditized market, the brand needed to sharpen its message, elevate its voice, and reclaim its leadership as the original, not the imitator.
We led a full brand transformation—starting with a complete brand strategy and creative overhaul that brought new focus, new energy, and a redefined sense of purpose to everything we touched.
The rollout.
The rebrand reached across every corner of the business—from digital to physical, product to packaging, brand to performance:
New Brand Guide & Strategy: Defined a bold new direction rooted in two truths: nature heals, and science proves it. We crafted positioning, personality, and messaging that honored the brand’s legacy while making space for its next chapter.
Tone of Voice: Rewrote the way the brand speaks—more confident, visceral, and culturally attuned. Less wellness cliché, more human truth.
Creative Direction & Photoshoots: Led multi-day, multi-product lifestyle shoots with a refreshed visual system to reflect real people, real rituals, and real transformation.
Copywriting Across Ecosystem: Brought brand voice to life across site, packaging, campaign assets, product storytelling, and more—turning benefits into belief.
Shopify Migration Oversight: Drove content and creative strategy through platform transition, ensuring storytelling, merchandising, and UX all aligned to the brand's new standards.
Merchandising & Taxonomy Strategy: Reorganized the product catalog to align with real customer needs—making it easier to shop by benefit, form, and routine.
Influence & Visibility: Helped lead the Stay Asleep launch featuring low-dose THC, CBN, and melatonin—securing coverage in Mann About Town Magazine and shaping an elevated, stigma-breaking narrative around plant-powered sleep.
Flagship Campaigns & Product Launches:
Brightside Launch: “Zero to Vibe in Five” repositioned the low-dose THC line with an energetic “Vibe in Five” platform—merging quick onset with mood-forward messaging.
CBG Focus + Attention Gummies: “Focus You Can Feel” defined value prop and GTM strategy for this cognitive-support hero, crafting copy and visuals that explained nuanced science in accessible ways.
Botanical OTC Topicals: “Get Back What Pain Took Away” led brand and creative strategy for new FDA-compliant pain relief ointment and stick—balancing clinical proof with brand personality.
Holiday & Black Friday Campaigns: “Share the Moment” developed seasonal creative that aligned with the new brand while driving urgency, conversion, and expanded gifting occasions. (Might have been one of the largest BF/CM’s we’ve had in company history…)
Stay Asleep Gummies Launch: “Sleep, Reawakened” positioned this hero sleep SKU as a premium, proven solution for deeper, uninterrupted rest—bridging DTC and PR storytelling.
The results.
Full brand transformation completed across digital, physical, and product touchpoints
Improved engagement and clarity across campaigns and PDPs
Conversion increases post-Shopify migration and product taxonomy reset
New product lines launched with distinct positioning: Mushroom Gummies, Brightside, CBG & CBN Gummies, Botanical OTC Topicals
Record-setting revenue days during holiday promotional windows
National press coverage (my work was featured in Mann About Town Magazine, various spots in People Magazine, TIME Magazine, Forbes Magazine, and more) driving modern brand reappraisal
Shout out to Common Good, Great Escape Media, and Joe Friend Photo for helping bring this all to life!
