The House of Cannabis was dreamt up around the time New York legalized weed, marking a pivotal moment for the long-stigmatized plant. Nicknamed THC NYC for short, the project is a celebration of all things cannabis culture. The brand identity conceptualizes THC NYC as a portal into the world of weed. Together, language and visuals helped launch an immersive, multi-sensory journey to take cannabis out of the smoke, and into the light.