US Pharmacopeia

USP sets quality, purity, strength, and identity standards for medicines, food ingredients, and dietary supplements for manufacturers worldwide. USP is the only independent, not-for-profit, nongovernmental pharmacopeia in the world. 

USP has an interest to communicate to the public, regulators, and manufacturers about cannabis safety from a public health perspective, and needed a campaign that rose above the hubbub of Capitol Hill. ‘Cannabis Can’t Cross Borders, Our Science Can’ is a powerful message that focuses on the science and not the rhetoric. With a nod to academia, this stunning collection of toolkits, event graphics, social assets, and ads uses saturated jewel tones, isolation of color in typography, and botanical and wilderness photography to bring the concept home in a tight and understandable campaign that appeals to many stakeholders.