Reverie 73

Date: 2023 - Present
Role: Art Director, Designer, Illustrator
Association(s): The Fantastical

We partnered with Reverie 73 while their Lowell doors were already open, with expansions into Gloucester and Beverly on the horizon. The goal was to build more than a dispensary—shaping a welcoming, education-driven brand rooted in comfort and community.

Operating in a highly regulated industry added another layer to the strategy. Navigating Cannabis Control Commission (CCC) guidelines meant creating a distinctive, premium brand that remained clear, approachable, and compliant across every channel.

As a lead designer, I helped evolve the visual identity while preserving its foundational elements. We developed a comprehensive design system around the existing logo and color palette, introducing the proprietary “hexture” pattern and a refined visual language that could scale consistently across locations and touchpoints.

As Reverie 73 expanded, we brought the identity into the retail experience through digital screens, menu boards, merchandising systems, display inserts, and signage. To support new store launches, we built visibility and anticipation through large-scale out-of-home assets, including fence wraps and billboards.

Email became a key driver of digital growth. With opt-in channels allowing for promotional messaging under state regulations, we focused on growing the email list through in-store touchpoints, creating a direct line of communication with customers and an owned channel for ongoing engagement.