Brand Architecture, Communications & Public Engagement Strategy
7E partnered with Maryland’s Office of Social Equity to build the brand, voice, communications infrastructure, and public engagement strategy for a new state agency charged with advancing equity in Maryland’s emerging adult-use cannabis industry.
Maryland Office of Social Equity
As Maryland implemented cannabis legalization, the Office of Social Equity needed to establish a distinct and credible identity, reshape the public narrative around cannabis and restorative justice, and help position the state’s inaugural social equity licensees for long-term success. 7E served as an extension of OSE leadership, building the agency’s visual brand system and messaging foundation while providing strategic counsel, communications strategy, program development, and execution across its most visible priorities.
Our work spanned brand identity and visual system development, messaging and positioning, executive and event communications, website and content strategy, 'The Bud Bulletin' monthly stakeholder newsletter, public education, and ongoing marketing support. We also developed OSE’s inaugural Impact Report and A New Leaf, a public education campaign designed to reframe perceptions of cannabis, strengthen understanding of Maryland’s evolving cannabis landscape, and position OSE as a leading voice in the conversation around equity and reform.
Across the engagement, 7E helped create a cohesive brand and communications ecosystem connecting OSE’s policy mandate to the entrepreneurs, stakeholders, community leaders, and residents it was created to serve.
Brand Strategy & Visual Identity
Developed OSE’s positioning, messaging, and visual identity, along with a phased marketing execution roadmap to guide communications, stakeholder engagement, program launches, and public-facing activity.
Policy & Ecosystem Strategic Communications
Translated complex cannabis reform legislation, equity policy, and regulatory frameworks into clear, accessible narratives for applicants, licensees, policymakers, and community stakeholders.
Community & Stakeholder Engagement
Designed communications and engagement materials for listening sessions, vendor fairs, masterclasses, and other initiatives connecting OSE with entrepreneurs, communities, and ecosystem partners.
Content, Website & Owned Channel Strategy
Led website content development, monthly stakeholder communications, editorial planning, executive messaging, and ongoing content across OSE’s communications calendar.
Campaign & Content Development
Developed content, toolkits, and public-facing materials—including public education campaign — to reshape perceptions of cannabis, and strengthen understanding of cannabis reform.
Measurement, Impact & Accountability
Established performance and reporting frameworks and developed OSE’s inaugural Impact Report to translate program activity and early outcomes into a clear story of progress and accountability.