Sunnyside is Cresco Lab’s chain of cannabis dispensaries operating in 6 markets nationwide. Since it’s inception, Sunnyside’s brand mission changed from one focused in wellness and appealing to “canna-curious” consumers, to a broader mission of judgement-free cannabis shopping, and echoing that of Cresco’s mission to normalize, revolutionize and professionalize cannabis. In my time at Cresco I led the brand refresh internally known as “Sunnyside 2.0” in which we updated the tone and Art Direction of the brand, as showcased throughout creative like seasonal campaigns, general equity creative, the launch of a private label edibles line, promotions, and the launch of an internal loyalty program.