Designed the brand identity, retail environment, and customer experience strategy for High Tide, a dispensary concept developed for an investment group preparing to enter the Massachusetts market following legalization and retail license availability.

The concept was created to help establish credibility with key stakeholders, including the Massachusetts Cannabis Control Commission, prospective investors, and the board of directors. The goal was to present a polished, professional, and scalable retail vision for an emerging regulated category.

My role included developing the High Tide logo, store design, digital signage experience, and website customer journey. Each touchpoint was designed to communicate trust, clarity, and operational readiness while supporting a consistent brand experience across physical and digital channels.

The retail concept emphasized approachability, education, and ease of navigation, helping customers better understand the product offering within a professional and compliant environment. The digital signage and website experience extended the brand beyond the store, reinforcing customer confidence and supporting a more seamless path to engagement.

The result was an integrated dispensary concept that combined brand strategy, environmental design, and digital experience design into a credible platform for licensing conversations, investor presentations, and future retail expansion.