About
Our Work
We’re excited to share some of our work on recent campaigns and on branding initiatives.
We don’t just dive in headfirst at the start of each project. We research, strategize, and collaborate until we're nearly subject matter experts. From competitive gap analysis reports and user journeys to editorial calendars and social media deep-dives, we make sure we are always working for our number-one client: the end user.
2023 Why Buy Legal Campaign
We continued our work with the NYS Office of Cannabis Management (OCM) in 2023 with the $3 million “Why Buy Legal” public health campaign. Our content highlighted cannabis-related businesses statewide and educated New Yorkers 21+ about the benefits of buying legal cannabis across digital outlets, streaming services, terrestrial radio, and out-of-home advertisements. We also designed and rolled out branding for a newly regulated industry, creating a cohesive suite to familiarize New Yorkers with safe cannabis establishments, products, and guides.
2022 Cannabis Conversations Campaign
New York State legalized cannabis for recreational use in 2021. Working with the New York State Office of Cannabis Management (OCM), we launched a phased approach to educate New Yorkers statewide on new laws and the social equity implications of expunging records. We had to first inform the public about the legislative changes, then we aimed to change perceptions of cannabis use amongst New Yorkers. We brainstormed, created, and released content spanning seven different messages for public awareness.
Be the Change
Branding doesn't have to be boring. Here are urban panels we designed for the New York City metro area as part of a comprehensive recruitment campaign for the New York State Police (2021-2022).
The final "We Are NY" logo (2021).
Governor Kathy Hochul pictured with the "We Are NY" logo in the background (2021).
Governor Kathy Hochul pictured with the "We Are NY" logo in the background (2021).
A screenshot of Governor Kathy Hochul's 2022 State of the State livestream event with the "We Are NY" logo on a double-box graphic (2022).
Governor Kathy Hochul pictured with the "We Are NY" logo on signage (2021).
The "We Are NY" logo on signage (2021).
Governor Kathy Hochul pictured with the "We Are NY" logo on a mask (2021).
2020 Voting Campaign
Short on time but with a $5 million budget, our team produced a voting campaign for the NYS Board of Elections that ran statewide across virtually all platforms, in English and Spanish, in the fall of 2020. You may have seen at least one ad in the series: early voting, three ways to vote, Election Day, quick facts, and a thank-you for voting. We ended up reaching millions of New Yorkers with more than 178 million impressions, 844,000 clicks, and 15 million video completes.