Expo Cannabis is the largest cannabis expo in Latin America. It didn’t exist in 2019, when cannabis in Argentina still lived in a legal and cultural limbo: no real industry, no clear laws, and a lot of people who shared the plant but had never been given a reason to be in the same room. The challenge wasn’t to design an event, it was to give all of them a frame to meet in.

We built the identity around a different kind of move: not reflecting a community back at itself, but proposing one. A brand generous enough that a patient, an entrepreneur and a recreational user could each look at it and feel it was theirs, and open enough to keep growing as the industry stepped out of the taboo. Seven years later, the bet paid off.