Case Studies

District Cannabis
Designing a Digital Storefront Built for Growth

As Marketing Director and Art Director for District Cannabis, I led the creative and strategic direction behind a major retail website redesign in 2025. The goal was to transform a basic e-commerce interface into a more branded, visually compelling, and promotion-driven storefront that better reflected the company’s new identity and supported how customers actually shop.

Using Dutchie Plus with Dovetail integration, I shaped the overall design direction, homepage strategy, promotional banner system, and menu-image styling. I introduced a fresher visual language, streamlined the way weekly specials were presented, and directed a more elevated photography approach built around high-resolution macro imagery, branded color, and richer product storytelling. I also helped connect the site to a broader retention strategy through daily promotional marketing across email and SMS.

The result was a digital retail experience that felt less like a utility platform and more like an extension of the brand itself—clearer, more engaging, and better aligned with customer behavior. During the year following the redesign, District Cannabis’ retail business grew from $994.6K in monthly net sales to $2.16M, while transactions increased from 14,607 to 30,085 and net profit rose from $404.6K to $985.1K.

This project reflects the way I approach creative leadership: using art direction and marketing strategy not only to elevate how a brand looks, but to strengthen how it performs.

Click here to see the result: districtcannabis.us/

District Cannabis
Creating the Conditions for a Grand Champion

At District Cannabis, my role extended well beyond traditional marketing. In an industry shaped by regulation, access, and perception, I worked at the intersection of brand leadership, creative direction, and strategic advocacy to help position the company for broader recognition.

That work culminated in 2024, when District Cannabis earned Grand Champion at the National Cannabis Championship for Layer Cake, the event’s highest overall distinction. The strain also took 1st Place Terpene Champion and 1st Place Cannabinoid Champion, marking it as the competition’s standout entry.

What made the moment especially meaningful was the path behind it. Through District Cannabis’ longstanding sponsorship of the National Cannabis Festival, I built relationships within the organization and advocated for legal operators to be recognized within a space historically dominated by other types of entrants. By 2024, the championship opened the door for Maryland’s licensed growers to compete, giving District Cannabis the opportunity to enter as a legal cultivator for the first time.

Once that opportunity existed, I led the surrounding public-facing effort end to end: submission strategy, campaign assets, social rollout, internal communications, and the broader positioning of the win itself. My focus was not simply to announce an achievement, but to ensure the brand arrived with the authority, polish, and cultural credibility to fully own the moment.

The result was more than an award. It became a defining proof point for the brand, elevating District Cannabis’ reputation and contributing to broader visibility across the industry, including a feature on Cannacribs later that year.

This project remains one of the clearest examples of how I approach marketing leadership: not only by creating campaigns, but by identifying opportunity, building alignment, and helping create the conditions for recognition before the spotlight arrives.