Raw Garden Social Club
The Raw Garden Social Club was created to facilitate conversations and connections with our counterparts in the Cannabis industry organically while enjoying a shared experience. The experience starts with an online learning portal that features edutainment videos and offers opportunities to engage at future events, such as tours of our farms and pop-ups. Raw Garden is a cannabis company specializing in concentrates.
At the local level, we enrich budtenders’ knowledge with our own Aroma Training Program. Similar to a sommelier program, our Aroma Training Program is designed to help budtenders learn to identify different aromas. This creates informed Budtenders who understand more about Cannabis aromas and enables them to make better-personalized recommendations to address customers’ needs, goals, and desires.
My role involved leading the creative direction of the event and designing environmental elements to create an elegant and fun experience for our guests. The marketing team and I won a Clio Award for this activation. I collaborated with Rise Wise on the visual identity of the event. The Raw Garden Social Club toured four cities in California and had over 1200 attendees, including members of the press from Rolling Stone, Vice, and Vanity Fair.
Creative Direction
Brand Strategy
Print & Digital Design
Role
Angela Cheng, VP of Marketing
Vat Tann, Director of Marketing
Peggy Sin, Marketing Manager
Credits
This rendering, created in CAD acted as the blueprint for the event. The team and I initially brainstormed which touch points would be included in the event. The idea is that each guest would visit these various touch points to gather tokens which would be exchanged prizes when collected to gamify the learning experience. These touch points included the 1940s Ford farm truck which housed the merch table, an aroma bar to create a hands-on learning experience, and a photo booth inspired by optical illusion artist, Anastasia Parmon, who creates interactive art installations.
