The Business of Cannabis
Orchestrated the redesign and re-platforming of the legendary counter-culture brand, originally launched in 1974. A bottom-up discovery phase explored the differences between recreational and medicinal consumption and lifestyles, identifying both activation and business opportunities in each sphere. A cohesive strategy for the publishing company's continued growth was the result, leading to a relaunch of it's website, mobile experience, advertising platform, communications plan, and events and licensing strategies – ensuring stability and relevance in a rapidly-changing and increasingly-crowded industry.
Client: High Times
Roles: Research, discovery, experience design and business strategy lead