Just Say Yes

Police & Thieves

✹ ✹ ✹

A Denver-based cannabis dispensary was undergoing an ownership change, and were looking for a complete rebrand. With “Police & Thieves” they’d settled on an evocative — and potentially misunderstood — new name, but needed help with pretty much everything else.


The New York-based design firm Practical People brought me on as a strategist and copywriter to develop a simple strategy and messaging campaign that embraced the bold cultural implications of the name, while positioning the brand to represent something more than just marijuana.

We blanketed the market, running the spot 80 times a week across two Denver stations for four weeks. As the local defacto brand launch, the spot drove new customers into Police & Thieves’ recently relaunched locations and created lasting awareness.


Agency: Practical People
Art Director: Drew Heffron