As cannabis legalization moved closer to passage in New York, the NYC Cannabis Parade faced a positioning challenge. The 40-year tradition and birthplace of the Global Marijuana March needed to transition from activist grassroots branding to a more professional identity that reflected the emerging legal cannabis industry. Under After redesigned the visual identity in 2019 as the state prepared for a projected $3.1 billion market.

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. New York state legalization would create a $3.1 billion market and generate $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 40-year history as a catalyst for global cannabis advocacy.

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.

The NYC Cannabis Parade & Rally continues annually as part of the Global Marijuana March movement. New York State legalized recreational marijuana in March 2021.