Awards: Gold Clio Brand Identity (Cannabis)

Brief: For decades, the cannabis industry has manipulated, exploited, and stolen from the Black community. After years of hard work, activist and entrepreneur Kika Keith was ready to open Gorilla Rx, LA’s first Black women-owned dispensary. As part of Decoded’s accelerator project, we partnered with Kika to create a launch campaign and lasting legacy the community could carry on.

Solution: Black Women Get Us Higher. A bold, unapologetic declaration that uplifts, supports, and drives business to Gorilla Rx. With grassroots tactics, we took to the streets of Crenshaw with our rallying cry.

We created locally made, hand-crafted goods so supporters could carry the message always. Then the week of launch we dropped a powerful mural, along with wild postings showcasing photos of Black women from the community. The QR codes on all OOH led to a site inviting participants to join the fight against cannabis injustice.

Results: Not only was the launch a success with stars like Lena White wearing our luxury varsity jacket, and Seth Rogan gassing us up, it was the first time Crenshaw has been mentioned in AdWeek. But most importantly, the rally cry and design became their permanent store uniform and an ongoing source of income.

​Adweek

Muse by Clio

Agency: Decoded