Cresco Labs: Launching Cannabis in Chicago

Role: Social Media Specialist

Challenge

In 2020, Illinois legalized recreational cannabis—instantly making Chicago one of the largest new markets in the U.S. Cresco Labs had multiple brands to launch, each with unique positioning, plus Sunnyside Dispensaries as its retail hub. But cannabis marketing was one of the most highly regulated categories, restricting how brands could advertise, promote, or engage with consumers. The challenge: create distinct brand identities while integrating them seamlessly into the Sunnyside ecosystem, ensuring compliance, creativity, and cultural relevance.

Strategy

I built the digital and social foundations for Cresco’s launches—developing playbooks, content calendars, and creative direction to set the tone, cadence, and visual identity for three key pillars: Good News, Mindy’s Edibles, and Sunnyside Dispensaries.

My approach:

Define brand voices and visual guardrails for each launch.
Balance compliance with creativity, ensuring engaging but regulation-safe content.
Use Sunnyside’s dispensary presence as a retail/social integration point, connecting brand storytelling to commerce.
Direct creative shoots to establish the hero look/feel for each brand.

Execution & Brand Highlights

Good News – The Bright Side of Cannabis

Built an optimistic, lifestyle-first identity centered on celebration, inclusion, and destigmatization.
Developed content calendars and posting cadence that gave the brand its digital voice from day one.
Created playful, social-first campaigns positioning cannabis as approachable and fun.
Contributed to Clio Cannabis recognition (Shortlist: Brand Identity).

Mindy’s Edibles – Chef-Crafted Gummies Relaunch + Pride LTO

Relaunched the gummy line with a focus on chef credibility and flavor-first storytelling.
Directed and shot hero imagery that anchored the brand’s refreshed visual identity.
Led strategy and execution for a Pride Limited-Time Offer campaign in partnership with Chicago’s Center on Halsted.
- Crafted positioning around community support + culinary joy.
- Produced hero creative assets that powered the Pride launch.
- Reinforced Cresco’s commitment to cultural + community alignment.

Sunnyside Dispensaries – Retail x Social Integration

Extended Cresco’s brand storytelling into Sunnyside’s retail ecosystem, where consumers actually engaged with the product.
Integrated brand campaigns into Sunnyside’s social presence, connecting retail promotions with digital storytelling.
Supported content + campaign alignment across Sunnyside channels, making dispensaries the physical extension of Cresco’s digital brands.
Established Sunnyside as not just a dispensary, but a lifestyle hub for cannabis discovery.

Impact

Successfully launched and scaled three core Cresco brands into Illinois’ recreational cannabis market.
Established the voice, cadence, and creative foundation for brands and retail under strict regulatory compliance.
Integrated storytelling between brand launches and Sunnyside retail presence, connecting digital + in-store experiences.
Contributed to Cresco Labs’ Clio Cannabis Awards wins and recognition:
- Bronze: Closed for Change (Print & Out of Home Craft)
- Bronze: Lefty Left Coast Launch (Print & Out of Home)
- Shortlist: Good News | The Bright Side of Cannabis & 2020 (Brand Identity)