GROUNDWORK INDUSTRIES
CAMPAIGN,ART DIRECTION

Get There With Serra


With the opening of a new store in Los Angeles, Portland-based cannabis company Groundwork Industries came to Stink Studios for a campaign that would build brand-awareness in a new market. The result was an omni-channel brand campaign spanning across print, OOH, cinema, digital, and social, all leading up to the 2020 Serra store opening.

We took the brand tagline, Feel All the Feelings, and created a campaign with surreal visuals that interpreted the six product feelings: Happiness, Relaxation, Focus, Energy, Creativity, and Relief. We partnered with prop stylist Todd Davis to build out our concepts, and with photographer/videographer Luca Venter to capture the scenes.

The campaign positions and introduces Serra as a quality-focused, tasteful, and modern brand that stands out in a competitive and saturated cannabis market.


︎ VISIT THE STORE



[1] Cinema ad



[2] Wildposting poster series



[3] Compilation of moving visuals


[4] Social story posts



[5] Print ad


[6] Process: Behind the scenes photos

Case Studies

Esther is an Art Director, Brand Designer, and Illustrator living in Los Angeles with 7+ years of industry experience. Her craft is a reflection of her interdisciplinary training, founded in creative, original illustrations, and user-focused interface. She believes strong collaboration means having a comprehensive understanding of her teammates' roles, and striving to set up others for success.

She is always eager to learn from others, gain new perspectives, and deepen her skill set by tackling new challenges in design.



CURRENTLY

︎ Open for new opportunities 


PREVIOUSLY

Brand Design Lead at Stance Inc. 

Sr. Art Director at sweetgreen 

Sr. Art Director at Stink Studios 

UX Design Intern at Philips Lighting 

Design Contractor at IBM Learning 

Freelance Visual Designer for Restless Nites


CAPABILITIES

Art Direction
Brand Design
Identity
Illustration
Motion
UX/UI Design
Campaign
Marketing
CLIENTS

Stance Inc.
Nike
Wealthfront
Spotify
Google
Facebook
IBM
Netflix
Amazon
Strava
LACMA
Groundwork Industries
Picturestart
Get in touch ︎︎︎