Case Study: My Personal Odyssey as the Creative Director at Primos Hemp Dispensary

Introduction My tenure as the Creative Director at Primos Hemp was above all the greatest learning experience of my career thus far. The most significant chapter of this adventure was our business's transition from "Art of Smoke" to "Primos." This included a shift away from what we had to a completely new brand. I took on the responsibility of then creating that new brand as well as the lead the launch of the Primos line of hemp products and smoking accessories branded “La Pieza”. In the end this experience saw me take on new roles, manage relationships with other creatives and production partners who we shared a symbiotic relationship with throughout my time as Creative Director.

The Rebranding Challenge The decision to rebrand from "Art of Smoke" to "Primos" marked a defining moment, concerns were that the name “Art of smoke” was not only being used by others in the industry but that the name also had an emphasis on smokers which could potentially leave a vast amount of the market feeling excluded. Up until this moment “Art of smoke” only resold glassware and other smoking accessories but that was about to change as the company was in the planning stages of adding a whole new kind of product, Hemp. The target group was now much larger, it now included people who prefer to vape, apply topicals or eat edibles, to accommodate these challenges the business had to change. The foremost challenge was to create a brand identity that would genuinely connect with our target audience. Our aim was to craft a brand image that would set us apart in the saturated online hemp dispensary and smoke shop market. Strategies and Achievements

1. Brand Identity Development: To tackle the rebranding challenge, I embarked on a journey of extensive research and creative exploration. Together, we brainstormed what we wanted the core elements of the brand to be, what we wanted the business to be known as and what aesthetic felt right. Carefully we molded a new logo that embodied the essence of Primos. This was a painstaking process, as we were determined to represent both quality and contemporary aesthetics. The name itself was an ode to the culture that we shared, “primo” meaning “cousin” is a term of endearment towards your chosen family who may not be blood related in the Hispanic community. The name also had a second inspiration as a “preemo” was what enthusiast called top quality “stuff” back in the day. The elements complimented yet again the ode to our homeland by adding a star just above the “M” giving it the appearance of the Puerto Rican flag.

2. Media Kit Design & Online Presence: The rebranding initiative called for an entire re-haul of our marketing materials. We created a comprehensive media kit, encompassing logos, marketing materials, and a brand-new website. This was a transformative step, enabling us to showcase our products and brand story with a unified visual language that resonated profoundly with our audience. With the addition of our new in house brands we took advantage of the opportunity to create social media pages that would help in expanding our online reach.

3. Product Packaging Design: The introduction of a new line of hemp products under the "Primos" name created a need for innovative packaging designs. These designs not only adhered to regulatory standards but also encapsulated the essence of our products and brand identity. The new packaging designs enabled us to give our products personality and captivate our customers' attention, making our products unmistakable.

4. "La Pieza" Smoking Accessories Line: In addition to the rebranding, I was entrusted with the creation of a new smoking accessories line named "La Pieza." This entailed the responsibility of hiring other designers to collaborate in creating the products and associated assets. Coordination with production partners was pivotal to ensure a seamless production process for our newly designed products.

Results and Conclusion My journey as the Creative Director at Primos Headshop & Hemp Dispensary was nothing short of a personal quest. The rebranding endeavor, from "Art of Smoke" to "Primos," was a resounding success. The newly designed logo and media kit allowed us to forge a deeper connection with our audience, resulting in increased customer engagement and sales. Our innovative product packaging designs, coupled with effective management of partners and freelancers, played a pivotal role in Primos' growth. In the midst of a fiercely competitive market, Primos emerged as a strong and memorable brand, deftly balancing the unique aesthetics of our industry with a professional online presence. The introduction of the "La Pieza" smoking accessories line added a new dimension to our business and was met with enthusiastic support from our customers. This case study stands as a testament to the importance of creative direction, encapsulating the journey of transforming a business through rebranding and establishing a robust, personal brand identity in a competitive market.