Context

The cannabis industry was rapidly expanding but branding across the sector remained fragmented, inconsistent, and often lacked professionalism. AYR, a holding company with ambitions to scale, needed to establish credibility while launching a portfolio of new consumer brands.

The approach

• Rebranded AYR with a cohesive parent identity to anchor its expansion.

• Developed positioning and architecture to unify the company’s growing portfolio.

• Created and launched more than 10 sub-brands under the AYR umbrella, each distinct but tied to the parent brand.

Results

• Established AYR as a credible multi-market player in cannabis.

• Provided a scalable system for future acquisitions and launches.

My role

I led the entirety of the projects, working directly with the founder.

Partnered with the ECD to create a stable of designers who could turn around each rebrand in under two weeks.