Marijuana criminalization disproportionately imprisoned countless young Black and Latino men.

As decriminalization sweeps the nation, and records of these crimes are expunged, there’s one major lasting effect: all of these people missed out on a college education.

Let’s use the same thing that put these people into the criminal justice system to get them into the academic system. The campaign patented a unique strain of cannabis called “Strain on The System” that retailers across the country can sell, where 100% of the proceeds go into a scholarship fund that goes directly to people who missed out on a college education because of a cannabis-related criminal record.

As a creative lead, I provided visual identity solution that match the passion and vision; from the logo to all communication materials for this amazing initiative.

Campaign Look & Feel

Exploration