Dazzling in the heart of Times Square at 47th and 7th Ave, Charlie Fox redefines the modern dispensary experience. As their Brand Design and Experience Coordinator, I worked with both the Creative Director and owners to ensure every detail of the brand vision aligns with Charlie Fox’s upscale aesthetic. A few projects that brought this vision to life included business cards, e-cards, A-frame signs, custom patterns, and printed postcards, printed materials. I also curated and designed props for photoshoots, invitations for media events and VIP guests, and in-store displays, all with meticulous attention to detail.
Collaborating with brands such as Ayrloom, Jaunty, and BNoble contributed to visuals for events that enhanced the event for all parties. Whether crafting visual touchpoints or enhancing the customer experience, my work ensures that Charlie Fox stands as a beacon of sophistication, style, and accessible luxury in the cannabis industry.
My Role:
As Brand Design and Experience Coordinator, my role centered on the digital and physical design of the customer experience. I collaborated closely with the Art Director, store leadership, the CEO, and ownership team to ensure every customer-facing touchpoint reflected Charlie Fox’s elevated, upscale aesthetic while remaining legible and accessible within one of the most visually saturated environments in the world.
The challenge was clear: how do you communicate luxury, compliance, and trust in cannabis retail without getting lost in Times Square noise? Under the New York State Office of Cannabis Management, cannabis marketing must balance brand expression with strict regulatory standards. The Charlie Fox experience was designed to feel refined and welcoming, introducing first-time visitors to New York’s dispensary culture through strong visual hierarchy and hospitality-driven service.
Print Advertising
Print advertising played an important role in establishing brand presence while remaining compliant with OCM regulations. Materials were designed to communicate product categories, promotions, and store information without violating advertising restrictions.
The design language emphasized strong typography and editorial composition to reinforce the brand’s luxury positioning while maintaining regulatory clarity. :)
Background + Context
Charlie Fox operates at the intersection of luxury retail, hospitality, and regulated cannabis, welcoming both local clientele and a 61% tourist audience, 23% of tourists are non-English-speaking. The brand balances quiet luxury with an upscale aesthetic, especially for first-time visitors unfamiliar with New York State's dispensary culture.
Print Production •Visual Merchandising•Brand Systems Development •Tourism-Focused Designm •Public Relations Support•Cross-Functional Collaboration•Graphic Design•Event Setup
I supported brand campaigns by assisting with photoshoots and prop assembly under the Art Director. This included preparing product displays, staging lifestyle scenes, and coordinating visual details to ensure assets aligned with the brand’s luxury aesthetic and are featured in the ads!!
Methods + Approach:
The Charlie Fox Team approached this experience through a hospitality-first design strategy. Events played a key role in building brand visibility and community engagement. Our team developed in-store activations and partner events that aligned with regulatory guidelines. Each event was designed to feel intimate and elevated, introducing new customers to the brand while strengthening relationships with returning guests. Visual merchandising, branded materials, and spatial design were coordinated to ensure the environment aligned with brand guidelines
Ayrloom x Charlie Fox: Cider and Donuts
BNoble x Charlie Fox
Charlie Fox Public Relations
