PSFK looks back at dosist creative director Derek McCarty's keynote on rebranding cannabis at last year's conference before CXI 2018 on May 18

With more states in the U.S. legalizing recreational marijuana, the cannabis business is booming in ways it never could before, extending into luxury, media and tourism. But mainstream success—and wider legalization—still depends on reframing perceptions. That’s a major part of what Derek McCarty does as creative director at dosist (formerly hmbldt). The company sells “dose pens” of cannabis that are formulated for different intentions: bliss, sleep, calm, relief, arouse and passion.

Derek delivered a keynote at last year’s PSFK conference. Drawing from history and science, he makes an argument for legal cannabis as a wellness tool—one that has the potential to make us happier and healthier, and even ease our reliance on chemical-filled pharmaceuticals. As Derek told PSFK:

We’re trying to help people think about natural, safe, plant-based tools they can use to help themselves live a healthier and happier life. Cannabis has been used since the beginning of time, just for that. A lot of what we’re trying to do is bypass that stigma around marijuana. Even that word, marijuana, has such heavy baggage surrounding it, not just because of the plant, but because of how that word has been used in culture.

Watch Derek’s full talk below, and join us for more conversation at our CXI 2018 conference on May 18!

Hear from more pioneering speakers at CXI 2018 on May 18 in New York City—details and tickets available here.

With more states in the U.S. legalizing recreational marijuana, the cannabis business is booming in ways it never could before, extending into luxury, media and tourism. But mainstream success—and wider legalization—still depends on reframing perceptions. That’s a major part of what Derek McCarty does as creative director at dosist (formerly hmbldt). The company sells “dose pens” of cannabis that are formulated for different intentions: bliss, sleep, calm, relief, arouse and passion.