we love herb.
Crucial comes from the roots of Maryland cannabis industry. Before joining the rapidly accelerating medical market, he was touring internationally with hip hop legends and streetwear geniuses as an arbiter of herb culture.
Prepared by a deep understanding of the legacy market he’s worked in all aspects of the industry, from cultivation and processing to recipe testing and branding. His affection for the plant is endless.
He’s teamed up with hard working media-makers to launch campaigns with some of the largest cannabis brands in operation.
Crucial Culture believes good design is honest, helpful and compassionate. We build brands that connect with the heritage of the industry and uplift the people and projects they represent.
It is of critical importance that anyone engaging in commercial activity in the cannabis industry recognizes the historical injustice of prohibition, and the lasting harms of its enforcement. We work with brands who manifest ethical business practices and social responsibility in our community.