Puff Club
Rewards

Puff Club is Puff Cannabis Company's customer loyalty program, created to strengthen retention across its growing retail network. After our creative direction was selected through a competitive agency pitch, I led the development of the Puff Club identity and campaign system from concept through launch, and have continued directing its evolution since 2024.

As Michigan's cannabis retail market became increasingly competitive, Puff needed to give customers a reason to return beyond the next promotion. Existing loyalty programs in the category were largely transactional and discount-driven, creating an opportunity to build something that felt more distinctive, ownable, and connected to the Puff brand.

The challenge was to translate Puff leadership's loyalty strategy into a customer-facing brand and creative system capable of supporting an evolving program across 11 Michigan locations.

As Creative Director, I led the creative development of Puff Club after our direction was selected through a competitive agency pitch. Working directly with Puff's executive team, I translated the program strategy into the brand identity, art direction, messaging, campaign concepts, and creative system used to launch and grow the program.

I directed a five-person multidisciplinary team spanning design, copy/social, photography, and video. I assigned work, guided execution, reviewed and approved creative, and served as the primary creative liaison between our team and Puff leadership.

Rather than treating Puff Club as another discount program, we positioned it as a membership brand, drawing from luxury retail, premium banking, nightlife, and fashion to create a stronger sense of exclusivity and belonging within the cannabis category.

From that positioning, I directed a flexible creative system that could extend across website content, social, billboards, retail signage, shopping materials, digital displays, photography, video, and ongoing promotions. The goal was a recognizable framework the team could continue adapting as Puff Club evolved.

Puff Club launched in 2024 and has remained an active part of Puff's customer-retention strategy for two years, with the creative system continuing to support new promotions, campaigns, and member experiences across the company's 11 Michigan locations.

Puff leadership reported that first-month enrollment significantly exceeded expectations and drew surprised reactions from established industry platforms familiar with loyalty-program performance. More importantly from a creative standpoint, the system established at launch has continued to evolve without requiring the program to reinvent its identity with every new initiative.

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