We were hired by digital agency Hydro to transform the largest publicly traded medical marijuana company into a recreational cannabis brand. Carving out a viable position and an ownable cross-section of cannabis users was challenging in this highly saturated market. The big idea? Go after underserved Gen X and Xennial users largely ignored by Millennial and Gen-Z cannabis brands—focusing on sensible, safe, reliable, and approachable dispensaries and products that appeal to varying levels of comfort and experience.