MY BACKGROUND

As the Creative Director and lead designer at Theory Wellness, I manage digital, print, retail and packaging design for two cannabis brands (and seven sub-brands) across the East Coast.

Notable projects include billboards on major highways, digital ads with a 15x ROAS across 1+ million impressions, retail design for new stores, and a multi-state packaging ecosystem that’s subject to complex regulations.

On all design projects, I think it’s critical to identify the brand’s goal, understand the audience’s position, and communicate a clear message. Design without purpose is bad for the consumer, but worse for the brand.

If you want to discuss what I create — and what I hope to keep creating — I would love to connect.

Eric