Company: MMJ Health
My Role: Brand Architect
Timeframe: 08/23 - 08-24
Overview:
AuraLeaf is a wellness-focused cannabis brand I built from the ground up. With a mission centered around transparency, balance, and holistic living, I developed every facet of the brand—from foundational research to visual identity and digital infrastructure. AuraLeaf is currently in the build-and-grow phase, preparing for its initial product launch.
The Challenge:
Building a brand from scratch in a highly regulated and competitive market requires more than great design—it demands thoughtful positioning, scalable systems, reliable sourcing, and an authentic identity. AuraLeaf needed to establish credibility, clarify its mission, and prepare for long-term success from day one.
The Strategy and Execution:
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Conducted deep market research and competitor analysis to define brand positioning.
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Designed and developed every brand asset, including logo, packaging, website, and marketing collateral.
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Built a complete visual identity, including color palette, typography, and detailed brand guidelines.
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Sourced and vetted raw materials and manufacturing partners to ensure quality, compliance, and operational efficiency.
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Led all efforts related to regulatory compliance, including permitting, licensing, and ensuring adherence to state and local cannabis laws.
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Established a membership and loyalty program to foster early customer retention and community engagement.
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Built out a strategic product roadmap, aligned with market trends and customer needs.
The Results:
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Created a comprehensive brand system that reflects AuraLeaf’s values and audience.
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Designed a modern, responsive website that communicates clearly and converts interest into connection.
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Sourced trusted manufacturers and high-quality materials to ensure product integrity and readiness for launch.
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Navigated complex cannabis regulations to secure all necessary licenses and permits, ensuring full compliance.
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Established marketing foundations to support product launch—including messaging, community building, and loyalty strategies.
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Positioned AuraLeaf for a successful debut and sustainable scaling post-launch.
Final Thoughts and Next Steps:
AuraLeaf is a passion project built with purpose and precision. As the brand moves toward launch, it has all the necessary pieces in place to grow confidently and connect meaningfully with a wellness-conscious audience. I continue to lead every aspect of the brand—from strategy and design to sourcing, compliance, and execution—as it prepares to go to market.