HOUSE OF DANK

When I started working with House of Dank (H.O.D.) in 2022, they were well on their way to being one of Michigan’s biggest cannabis retailers — but their branding didn’t reflect their size or personality. The look was clean and safe, but it didn’t match their gritty, urban energy. They needed a creative direction that was bold enough to make them stand out in a crowded market.

Creative Campaigns & Direction

I stepped in to lead the vision for all of H.O.D.’s creative work — from campaign concepts to in-store graphics to digital marketing. My job was to keep the brand moving forward, making sure everything we put out stayed fresh, recognizable, and true to their edge.

This meant more than just making things look good. It was about capturing the culture around H.O.D. and turning it into visuals that resonated with their community. Every campaign and activation had to feel like H.O.D.: loud, gritty, and impossible to ignore.

Creative Direction

Results

The difference was immediate. For the first time, H.O.D. had a consistent look and feel across every location and platform. Their brand recognition grew, and the community started to connect more deeply with their image.

Our event activations stood out, too. At the 2023 Arts, Beats, and Eats festival, H.O.D.’s presence was voted Best Cannabis Event of the Year by Metro Times readers.

Since 2022, I’ve helped launch and market 9 new locations, creating a curated experience in-store through signage and displays, and online through cohesive digital campaigns. Whether I was designing directly or guiding my team, the goal was always the same: make H.O.D. impossible to miss.

From Bland to Trendsetting

I brought cohesion and creativity to House of Dank at a time when their branding didn’t match who they were. They went from clean and boring to bold and edgy — a true reflection of their Detroit grit. Today, they’re recognized as a trendsetter in Michigan’s cannabis industry, with branding that finally matches their impact.

Deliverables

I managed a small design team, and together we handled every creative need for the company. This included:

In-store signage and graphics for 12 locations (lightboxes, exterior signs, banners, wallpaper, and decals).

Printed marketing materials, from posters to brochures.

Digital content and campaigns across social and web.

Event branding, including major sponsorships and activations.

Packaging and product visuals.

Full creative direction, ensuring every piece tied back to a consistent brand identity.