MindRight - Retailer (In-House)
This multi-year in-house role allowed me to learn the requirements and strategy for a businesses to succeed, hands-on. I was in charge of creating and approving hundreds of marketing related assets in a variety of mediums and scale for multiple brands.
Client: MindRight
2022 – 2025
Project Roles:
Graphic Designer
Digital Illustrator
Creative Direction
Marketing Lead
Production Lead
Product Strategist
Brand Strategist
Deliverables
Merchandise
Billboards
In-Store Signage
Logos + Treatments
Business Cards
Flyers + Postcards
Sales Sheets
Digital Adverts
Product Images
Marketing Materials
Various Artwork(s)
Project Overview: When you go left… I go MindRight!
For 3 years, I served as MindRight's In-House Creative Director and Marketing Lead. My role focused on the development of their brand identity and the creation of strategies and assets for multi-channel marketing campaigns. Each week offered new opportunities to promote events, launch products, plan giveaways, and more! A key element to MindRight's success was the creation of consistent and reciprocal advertisements across a mix of printed and digital mediums, including 15 in-store displays and designing and handling the production of merchandise, like shirts and lighters. This position granted me the opportunity to create and scheme projects with a wide range of scope, including everything from app icons to interstate billboards.
Problem Statement:
MindRight is Michigan's largest cannabis retailer (17,500 sq ft.), the behemoth of a store was built from the ground up with the intention of creating the ideal retail experience and an ability to host large-scale events. MindRight's building is enhanced by 15 digital displays spread throughout the sales floor. Before my involvement, these displays were attempting to feature hundreds of products into a cluttered and clunky list. In addition, MindRight had already negotiated a 2 year contract for a text/email messaging service… with no experience or plan on how and when to use it effectively. Their demographic had a broad range of customers and featured over 3,000 unique products at their store. MindRight was desperately in need of guidance for strategies and solutions to market the products they had available and develop their brand’s identity and culture.
Goals and Objective:
Data + Analytics
Below, you will see breakdowns for the results of the accumulated years of multi-channel campaigns. (Nearly $24 Million in conversions)
MindRight Logos + Lockups
Over my years working with MindRight, I have created many logos, characters, lockups, and original illustrations to accompany the launch and promotion of several holiday events and while planning the strategies behind new or updated services. You can find a selection of these ideas below.
Project Toolkit:
Solution / Strategy:
"On every project Blake knocked it out of the park! His attention to detail on everything he does always results in amazing work that surpassesses my expectations. Blake is the soul behind our advertising and events"
Andrew Taranski
Challenges and Resolutions:
I created templates, grid systems, and reusable assets to be used across MindRight's advertisements to achieve cohesive information and aesthetics. At least once per week, deals advertised on displays, shown online, and elsewhere would be rotated to maintain a fresh look and influence sales. In addition to media channels, I would also communicate directly with MindRight's sales representatives, who could then inform customers of new deals, promotions, and events.
By creating informed customers who trust your business, you are much more likely to gain a high amount of return customers. In order to give back to loyal customers, A rewards system was implemented to keep track of shopping decisions and data informing myself and MindRight on what deals were most effective. By comparing information and sales data between campaigns, I would consistently teach myself lessons to further the success of my future marketing tactics. The intention was to create an informed, loyal, and educated clientele of customers that could say they feel like they are treated like family.
Results / Impact:
Over my time of tenure at MindRight, I promoted and designed hundreds of assets and advertising campaigns with a range of successes. I had record-setting interactions in 2024 for Alpine IQ’s text and email based waterfall-campaign service. This campaign boasted a 132x total return on investment (ROI), generating almost 2 million dollars of revenue each year ($4.7 million over a 30 month period). Campaigns maintained average conversion rates of almost 7%, while open rates steadily maintained between 15-20%. Some exceptional campaigns had click-through rates as high as 67%, resulting in five-figure sales numbers and lines hundreds of customers long.
I credit my successes to my ability to control the informational pipeline of MindRight's advertising in-store, and through all other forms of distribution. My work at MindRight furthered my appreciation of communication and working with partner companies on large-scale projects, as well as teaching me how to plan effective event strategies.