Solution

Milk and AYR Wellness kicked off the partnership with an extensive discovery phase grounded in research and interviews with the C-suite. Our insights led us to developing unique positioning territories around “Wellness & Wonder.” We pinpointed the intersection of craft and creativity, which provided a platform for a comprehensive brand guide.

Built from our strategic foundation, we developed an employer brand that could meet the needs of their fast-growing business. We defined their employee values, onboarding strategy, and internal brand rollout including the creation and dissemination of branded collateral across their business.

Simultaneously, we designed a consumer retail experience with a premium aesthetic. We designed their first two flagship stores in Massachusetts, and created a retail guide that would become the blueprint for the brand’s 300+ dispensaries nationally.

In our last phase, we defined a comprehensive content strategy for the store, website, and owned channels. In three days, we captured content for a manifesto film, mesmeric Wonder videos for, as well as lifestyle and product photography shots to be distributed across their owned channels. With content ready, we built a corporate website that introduced the refreshed brand to investors, partners, employees, wholesalers and their communities. 

The result: a corporate and employer brand that executives could easily translate into a consumer retail experience, and well-defined blueprints that continue to propel the growth of their footprint across the US.