Hemp is a durable crop that grows in a variety of climates and soil types. It can also be used in many different applications, from ice cream to plastics. It represents a significant economic opportunity for this country, but it is illegal to grow hemp in many states. The US Hemp Roundtable is a multi-ideological, bipartisan group helping to lead the charge for hemp’s legalization in US Congress. Despite the fact that the crop is completely different from marijuana in its function, cultivation, and application, it has stigma because the plant is also part of the cannabis family.
As it stands now, hemp is not only grouped with marijuana by the government, but also by the hemp products industry itself. Hemp’s branding is all green and leaves and stoner puns. Color was a critical choice for the campaign. So we identified a palette that was natural without treading tired ground. The U.S. Hemp Roundtable hired us to help them amplify their message with a strong campaign that would harness their momentum. Our two main tasks were to communicate that hemp is not marijuana and hemp is a huge, multifaceted opportunity.
Role: Creative Director, Design Lead