Brand identity for a New York cannabis advocacy parade dating to 1973.2019

Cannabis was transitioning from counterculture movement to legitimate industry. Legal marijuana sales were projected to grow from $10 billion in 2018 to over $20 billion by 2022, and New York legalization would create a $3.1 billion market generating $435.7 million in annual tax revenue.

The NYC Cannabis Parade & Rally, which sparked the Global Marijuana March now held in hundreds of cities across dozens of countries, had run annually since 1999 using grassroots activist branding. As legalization approached in 2019, organizers needed a visual identity that reflected the industry's professionalization while honoring the event's roots, which date to a 1973 Yippie smoke-in.

Under After redesigned the visual identity to bridge activist roots with emerging industry legitimacy. The updated brand maintained the event's progressive advocacy positioning while creating a more polished system for marketing materials, merchandise, and digital applications. New York state legalized recreational marijuana in March 2021.