Culture Fresno

Culture Fresno needed a promotional system that could reinvent itself every month, translating a single sales calendar into fresh design and copy, then launching it across seven channels: in-store TV, the website, Weedmaps, Instagram, the in-store kiosk, SMS/MMS, and email.

Building and running that system meant setting the concept, structure, and tone for every monthly campaign, then choosing the right tools to execute at speed. Adobe Firefly steps in to generate or adapt imagery when the right shot doesn't exist, as it did for July's plastic-look campaign, and Claude helps draft and refine copy. Both tools accelerate production, but every creative decision runs through one point of view. The system holds a standing weekly deals structure, dedicated creative for the in-house brand Real McCoy, and holiday campaigns that flex to fit the season.

The work extended into brand strategy too, developing the naming architecture for the company's three-tier product line, spanning flower, pre-rolls, vapes, edibles, concentrates, and topicals. With Real McCoy already anchoring the top tier, the two tiers beneath it needed their own concept and names, each with an identity and story of its own.