The document outlines a presentation for an RFP aimed at repositioning the cannabis brand Good Green to better connect with consumers and address its perceived image issues. It details the brand's commitment to social equity and philanthropic efforts while emphasizing the need for an engaging marketing strategy that blends enjoyment, quality, and awareness of social justice. The proposed branding and marketing tactics include integrating storytelling and unique packaging, along with interactive consumer experiences to elevate the brand’s purpose-driven approach.

1. RFP presentation
11.14.22
x

2. 2
Agenda
01. The assignment
06. Our Process
09. Our Vision
24. Our Approach
53. Budget & Timeline

3. The RFP
• Share work in your portfolio that you feel
showcases your strengths and
understanding of our category and
business challenges
• Overview of your team
• Overview of your commitment to D, E, & I
• Overview of your process
Two meetings through which all the deliverables in the RFP will be covered. Details are below
Meeting 1 | Capabilities
• Strategic Vision + Insights
• Creative Ideation
• Overview of your process (as pertains
to your assignment)
• Preliminary timing
• Estimated cost
Meeting 2 | Pitch Meeting

4. The Ask:
Finalizing the brand foundations for Good Green and
building a cohesive layered brand world that includes
brand guidelines, packaging and a design ecosystem
The Challenge:
Good Green isn’t perceived as a “real cannabis brand ”and
its philanthropic first positioning has made it difficult to gain
traction and popularity in the category. In turn, Good Green
is often perceived as a do-gooder brand that sells cannabis
flower, and despite the contributions to social equity, the
marketing behind the brand is currently “safe”, “corporate”,
and “boring” – and the products offered are seen as a
afterthought at best.
The goal:
Good Green would like to make a shift in how the
brand is perceived as a commoditized, soulless,
undifferentiated corporate weed that does the job if
someone happens to see it on the menu.
The Purpose:
Good Green believes that purpose driven brands need to
have a rational product story and a clear functional benefit.
In turn, it would be ideal if they were positioned as the brand
that has “ good green that does good”.

5. OUR PROCESS
01.

6. Principles that guided our approach
To be the first thought
when consumers think of
an educated high
• Be present and build partnerships within
relevant platforms and communities
• Build strong ties with influential voices
who can serve as a bridge for Good
Green’s philanthropic causes and product
offerings
• Carefully choosing premium placements
that elevate the brand’s purpose and
create exposure
Be the facilitator
of change
Become a change maker that
highlights the latest trends and
gives consumer something to
talk and care about
Be the brand
That defies the odds
Provide consumers with poignant
information that educates and
entertains and also provides a
meaningful interaction, kickstarts
conversation, and drives engagement.

7. OUR VISION
02.

8. Herb. Cannabis.
Weed. Trees.
Flower. (Oh My!)
No matter how you name it, the marijuana industry has become an
undeniable force.
No longer considered a source of distraction for those who partake, the
cannabis flower has caused widespread shifts across the beauty industry,
culinary arts, social enjoyment, medical and governmental sector.
The highly faux pas subject, only discussed in the politest of circles, is now
an enduring widespread conversation and being accepted globally.
However, these widespread changes are not without the losses of those
who paved the way and were disregarded for their usage.
History has shown us that although the industry has grown, it was at the cost
of those within Black and Brown communities.

9. Black Americans are
3.6 TIMES more likely
to be arrested for cannabis
offenses than
their white counterparts.
Pew Research

10. Two demos with one outcome
6.1
Times more likely to be arrested for
marijuana possession than a white
person, even though Black and white
people use marijuana at similar rates.
3.64
Nationwide, marijuana still
accounts for 4 in 10 drug arrests.
40%
Million marijuana-related arrests
from 2010-2018.
The stigma regarding marijuana or cannabis flower usage has
endured widespread change.
The legalization across various US states has caused a greater
exception; however, it is not without its caveats.
The changes in the industry still haven’t
been overwhelmingly addressed, leaving
those left in its path as unfortunate
caveats.
Caveats that have faced mass incarceration due to its usage,
particularly for those within Black and Brown communities.
And compared to the overall racial demographics, Black Americans
are only a small percentage of cannabis flower users, yet they
receive harsher punishments.
Pew Research, ACLU, Britannca, Drug Policy, Tkudmanlaw
4 in10
Americans being in favor of marijuana
legalization. However, it’s important
to note that this shift in opinion does
vary by age, party and place in the
United States.

11. of adults aged 50 to 64 reporting
marijuana use has doubled in the
past decade.
Addressing a fading stigma 9%
9 in10
of American adults approve of medical
marijuana use.
85%
of Americans mentioned positive
impacts to their relationships,
including being able to spend more
time with spouses, children or other
family.
33%
Americans being in favor of marijuana
legalization. However, it’s important
to note that this shift in opinion does
vary by age, party and place in the
United States.
Over the past decade, supporters and opponents of marijuana
legalization cite different reasons for their views, but all share one
commonality... Addressing the stigma around its usage!
The evolving narrative of addressing the misconceptions
surrounding cannabis flower as a gateway drug with dangerous
components has evolved, as both CBD and THC
products have been developed for beauty,
culinary and recreational usage.
Pew Research, ACLU, Britannca, Drug Policy

12. million people, or approximately
22% of Americans use
marijuana million or 22%, (A 38%
increase from 2018.)
.
The power of positioning
Marijuana is no longer seen as a source of distraction, and its
usage has evolved into a billion-dollar industry where consumers
are utilizing the flower for recreational and medical use.
This increase in general knowledge has had a massive impact on
its widespread acceptance across a variety of demos as well as
the quality of strains produced.
55
median income, making users
a financially healthy group.
73k
say that marijuana should be legal
for medical and recreational use.
91%
of Americans support
marijuana legalization.
61%
Pew Research, ACLU, Britannca, Drug Policy

13. Cannabis consumers are confronted with the reality
of two simultaneous truths:
The underlying
Social stigma
of
its usage
the
positioning
of it being
social
acceptable
and enjoyable

14. Redefined the eyeglass industry by owning the end to
end production, design, manufacturing and retail
experience. All while having a philanthropic cause of each
pair of glasses bought gives another to someone in need.
The industry Shaker
Finding inspiration inside & outside the category
The brand positioning rooted in a broader purpose,
and connects with consumers with an edginess in
its personality extends to its ice cream.
The blueprint
Sustainability is rooted in who they are from purpose
to strong action behind their beliefs and highly
functional, rational products that at utilitarian. The
brand places good before profits, which only makes
them a favorite amongst consumers.
The trendsetter
Is a cannabis brand in pill form, unlike many in the
category it also has a philanthropic cause behind it,
with easy consumption from everything from sleep,
two overall happiness to recreational and medical
The outlier
A cannabis brand with a twist, founded by
Jay-Z the brand is reflective of fashion and
music with diversity rooted into its premise.
The remix

15. LEGACY LIFE STYLERS
Source from unregulated and informal
sources like friends, family, or dealer
SAVVY CONNOISSEURS
Exclusively legal consumers and
relies primarily on friends and dealers
MODERN MEDICINALS
Use marijuana or cannabis mitigate
health symptoms like the medical
does. Predominantly use businesses
(i.e. brick- and-mortar dispensaries or
delivery services as primary sources
ENGAGED EXPLORERS
Use dispensaries as primary source to
explore new product within short distances
Notes favorite brands and keeps track;
Excited when new flavors come out
(particularly when infused beverages
or edibles)
CONTEMPORARY LIFE
STYLERS
Enjoys trying new strains, but
without alternatives often purchases
whatever a dealer has on hand
MEDICAL LIFE STYLERS
Known to consume cannabis legally;
high usage of edibles to control
intake and dosage
HOLISTIC HEALERS
Will explore a local dispensary for
THC topical products to combat joint
or medical pain
Shared Sentiment Amongst EACH Consumer Archetype
Cannabis usage or consumption is a momentary purchase that has utilitarian function that is shared sentiment among each archetype.
Whether it’s to relax, medicate or simply enjoy they all have an emotional understanding to a logical need of what the products are meant to serve
SOCIAL NIBBLERS
Nearly all identify as recreational
cannabis consumers, with 76%
describing their usage as
recreational.
Consumers are looking for momentary experience
New Frontier Data, Pew Research

16. Shared Sentiment Amongst EACH Consumer Archetype
Cannabis usage or consumption is a momentary purchase that has utilitarian function that is shared sentiment among each archetype.
Whether it’s to relax, medicate or simply enjoy they all have an emotional understanding to a logical need of what the products are meant to serve
Consumers are looking for momentary experience
ENGAGED EXPLORERS
Use dispensaries as primary source to
explore new product within short distances
Notes favorite brands and keeps track;
Excited when new flavors come out
(particularly when infused beverages
or edibles)
CONTEMPORARY LIFE
STYLERS
Enjoys trying new strains, but
without alternatives often purchases
whatever a dealer has on hand
SOCIAL NIBBLERS
Nearly all identify as recreational
cannabis consumers, with 76%
describing their usage as
recreational.
LEGACY LIFE STYLERS
Source from unregulated and informal
sources like friends, family, or dealer
SAVVY CONNOISSEURS
Exclusively legal consumers and
relies primarily on friends and dealers
MODERN MEDICINALS
Use marijuana or cannabis mitigate
health symptoms like the medical
does. Predominantly use businesses
(i.e. brick- and-mortar dispensaries or
delivery services as primary sources
MEDICAL LIFE STYLERS
Known to consume cannabis legally;
high usage of edibles to control
intake and dosage
HOLISTIC HEALERS
Will explore a local dispensary for
THC topical products to combat joint
or medical pain
New Frontier Data, Pew Research

17. How can good green utilize the
Shared Sentiment Amongst
ConsumerS to create
A formidable and emotional
connection?

18. Are in search of unique stories
and philanthropic causes that
can serve as an essential USP,
so that it can better connect to
the cannabis consumer.
Good Green the brand that does
good is its essential part of the
brand’s moral code and allows them
to defy odds and do things differently
as a change maker within the space
Superpower
The Maverick is an independent thinker, rebellious and unorthodox in nature. Is willing to check the status quo if it means a better outcome for all.
Defined by a don’t fence me in mentality, the Maverick rejects labels, boxes or any other constraining idea.
Harnessing the
superpower of Good
green’s
Brand Archetype
Good Green, cannabis
consumers defy stereotypes,
and are willing to ignore social
barriers in exchange for
momentary bliss.
Good Green
MAVERICK
Cannabis
Consumer
Dispensary

19. A go-to-market strategy that is audience-centric, enables education, nurtures leads and builds on retention
How we are bringing the superpower to life
Branding Positioning. Content Optimization. Strengthening Good Green's Digital Ecosystem.
Consumer Category Culture Company
Education
Objective Build trust, acquire and retain
Strategic
recommendations
Employment
Expungement
Utilize the company’s
legacy to driving the brands
value propositions
Create differentiation between
direct and indirect competition
Enjoyment
Creation of co-sponsored work,
position internal stakeholder as
thought leaders, host panels events,
and co-create with influencers
Solution oriented messaging and
content development that
communicates the latest trends, product
benefits and activating moments
4C Category
Strengthen USP Develop thought leadership Build brand identity
& change perception
Pillars of Impact

20. Maverick
STRATEGIC APPROACH
How do we move
from the
superpower into
an idea that
future proofs the
brand? An Educated High
CREATIVE PLATFORM
Be a change maker in the space that is willing to defy the
odds, challenge the status quo and do it differently
SUPERPOWER

21. Strategic foundation
And will enable Good Green to emotionally connect and form a meaningful bond that allows
for an authentic endorsement of the brand on behalf of the audience.
Strategic themes to set Good Green up for creative success
Connect
Fostering a relationship with consumer
archetypes wanting a momentary
bliss enables Good Green to create a
connection that will drive product
demand empower widespread
messaging regarding the brand’s of
philanthropic efforts.
Cultivate
Good Green’s philanthropic causes
are ingrained in its DNA, placing it in a
unique position to serve as a bridge
and draw in consumers where the
competition cannot. People are
looking for enhancement of their lives,
but they're also looking for
opportunities to be part of a change
for good. Good Green is that change.
Celebrate
Like Mavericks, Good Green is a
brand that will be the first of many!
The brand's work enables it to be
a changing force that accelerates
a new way forward, defies the
odds, and simply does it differently
similar to its target audience.

22. OUR APPROACH
02.

23. SuperPower | Maverick
The Maverick is an independent thinker, rebellious and unorthodox in
nature. Is willing to check the status quo if it means a better
outcome for all. Defined by a don’t fence me in mentality, the
Maverick rejects labels, boxes or any other constraining idea.
Irreverent pop-art sensibility. Bridges Dichotomy Utilitarian with a hedonistic twist.

24. Good Green for a Great Cause
You’re smoking a J and you might get to thinking about the state of the world...You might trip out for a moment on all the bullshit,
especially how the War on Drugs has had such a devastating impact on communities of color.
And then, all of the sudden the doorbell rings. It’s the pizza delivery guy. He’s just in time, because the munchies are absolutely
there- present in the room with you. And your friends are laughing, soaking up the vibes of good music and good times. You know,
just chillin’. Cause that’s what smoking weed should be about. But damn. It’s complicated. And you want to make it right.
That’s the story we want to tell with Good Green. It’s about creating a product redesign that leads with a promise of quality weed and
good times ahead while also acknowledging the negative impact of the War on Drugs.
It’s a dual proposition: Catch the conscious consumer’s attention with a taste of realness to show how you can right the wrongs of
the past and couple it with a fun, irreverent message of what we love best about high quality bud.

25. Territory #1 - “Rocket Man”
Territory 1 taps into an irreverent pop-art sensibility to bridge the dichotomy at the heart of cannabis culture.
On the one hand we revel in the enjoyment of smoking cannabis. On the other, so many have been wronged
by the injustices in the War on Drugs.
In our design system a wallpaper of custom illustrations is populated by dozens of whimsical, hand-rendered
icons, each representing individual stories related to Good Green's mission. To tell the story of the dichotomy
at heart of cannabis’s place in culture, these flowing, organic marks are put in contrast to a bold, rigid,
straight-forward custom logotype. The precisely rendered, architectural quality of the logo lockup also further
communicates the science and quality fundamental to Good Green product.

27. Atomic Elements
Custom illustrations
Mural-like custom illustrations meets the consumer
where they are, in a mindset focused on the
enjoyment of smoking cannabis. It allows us to frame
the complex, often emotionally heavy stories in a
sensitive, fun, and approachable way.
Icons that tell a story
Within the rich tapestry of the mural-like illustrations,
each individual icon represents a unique and
individual story related to the grant recipients that
Good Green helps to support.
Custom typography
A bold, straight-forward bespoke logotype lends to the
confident, unapologetic voice of the brand and marks a
sharp contrast to the organic, free-flowing illustrated
elements that surround it. The rigorous precision, care
and craft of the mark also alludes to the product’s
underlying scientific foundation and outstanding quality.

30. Packaging
The packaging celebrates art as
a means of storytelling and
communicates Good Green's
unique place in cannabis culture.
It balances organic, playful
mural-like illustrations with a
custom logotype that speaks to
the precision, science, and
quality of Good Green's product.

32. Social
Our social media strategy will
focus on the fun, pleasure, and
relaxation of smoking Good
Green. A secondary messaging
will invite fans to learn more
about the positive impacts that
the brand is making a reality.

34. Digital Banners
We will take the mural art
storytelling to a whole new
level by creating a series of
out-of-home digital banners,
deploying these art
experiences in areas where
Good Green’s mission and
messaging will resonate most.

37. Territory #2 - “Keep Off The Grass”
Territory 2 puts a playful, hedonistic twist on a utilitarian design aesthetic endemic to the War on Drugs.
A stencil-like typographic approach is paired with a whimsical packaging twist, utilizing unexpected
(and appropriately sealed) ice cream containers to bring to life the dualism of cannabis in culture.
Taking inspiration from the immersive storytelling of brands like Snoop Dogg’s 19 Crimes, the design
system features a thumbprint that connects customers to more information about the brand’s mission,
with a nod to the booking process so familiar to those who have suffered the injustices of mass
incarceration.

39. Atomic elements
Utilitarian Typography
With a subversive twist on the systems of
authority and control at the heart of the War on
Drugs, we create a stark contrast between
whimsical packaging and a stencil typographic
style. The typeface nods to the utilitarian
environments endemic to the prison system.
A Tasty Twist
An unexpected packaging twist taps into the
fun and relaxation of beloved food products,
putting a fun and irreverent twist on a product
that wants to be enjoyed.
Fingerprints that tell a
story
Centrally featured fingerprints act as a QR code
that connects customers to digital storytelling
experiences, illuminating the stories behind the
organizations that Good Green benefits.

43. Packaging
The silhouette of an ice
cream container greets
Good Green customers, a
playful twist on a design
system that borrows
typographic conventions
from utilitarian environments.
The thumbprint prominently
featured on the packaging
invites consumers to learn
more about the programs
that Good Green sponsors.

44. QR code
experience
The fingerprint featured on the
Good Green container opens
up a world of immersive
storytelling, connecting
customers to impactful stories
about the organizations and
communities that Good Green
supports through its sales.

46. Social ads
Our social approach leads with
lifestyle photography while
educating our audience on Good
Green’s social impact.

48. Merchandise
Good Green merch offers our fans a way to
share their passion for the issues that matter,
sparking conversations just as they spark up
the weed.

49. [Placeholder for summary slide]
Pop Up Ice Cream Truck:
We'll have a Good Green pop-up ice cream truck
pull up to concerts and cultural events around the
country and invite reps from programs that Good
Green helps to sponsor to come join us in a playful
spinoff of our unique packaging. It's an opportunity
to get out there to both educate and give our fans
Good Green in unexpected places.

51. Direction 2
Direction 1

52. PHASE 1 PHASE 2 PHASE 3
5 Weeks
(excluding Christmas break)
Research +
Brand Strategy
• Analysis of all preexisting materials
• Stakeholder interviews
• Superpower (including an analysis of
audiences, culture, competition and
category
• Finalizing brand foundations
Design
• Visual identity Evolution
Exploration
Design system
Typography
Image Style guidance
Application exploration
• Packaging Design
10 weeks
Activation
• Brand Guidelines development
• Packaging Design Finalization
• 2 mechanicals for applications
4-5 weeks
Dec 5 - Jan 23 Jan 23 - April 3 April 3 - May 15
We are envisioning an 20-22 week engagement period consistent of three core phases of deliverables,
that begins with a deep audit of all associated insights, then moving to the development and creation of all output materials
Please note that final timelines will be cemented once kickoff occurs and core deliverables are agreed upon.
Timelines are dependent on agreed upon timely feedback.
2 rounds of revision are included in all deliverables. Additional rounds of revisions will entail additional scope.
How we get there

53. THANK YOU