Fearless Foundry x HiiiDeas:
Building a Lifestyle Brand that Elevates Cannabis Culture and Advocates for Justice
The Story
HiiiDeas is more than just a brand—it’s a vision created by Mary Hines, a passionate entrepreneur, and cannabis advocate. With a unique product—a beautifully designed glass holder for joints—and a podcast that sparks creative conversations while embracing the power of cannabis, Mary sought to build something bigger. Her dream was to create a lifestyle brand that encouraged collaboration, championed social justice, and offered a sense of belonging to those who, like her, believe in the healing and creative potential of cannabis.
The Challenge
Mary came to Fearless Foundry with a bold vision; she needed support to bring it to life in a way that resonated with a broader, more sophisticated audience. She knew her brand needed to evolve—balancing the laid-back, welcoming vibe of cannabis culture with a refined, elevated identity that would attract key collaborators. She also wanted to weave social justice into the HiiiDeas brand’s core, raising awareness about the disproportionate impact of cannabis criminalization on communities of color.
The Solution
At Fearless Foundry, we shared Mary’s excitement about her vision and set out to help her craft a brand that was not only stylish and forward-thinking, but was also deeply rooted in justice and authenticity.
Brand Strategy and Identity Development:
Our team worked closely with Mary to preserve the essence of her brand—keeping it cool, eclectic, and unapologetic—while elevating it to appeal to a wider audience. We crafted a brand identity that reflected Mary’s unique style and the collaborative spirit of her work.
The strategy was about more than just aesthetics; it was about creating a platform where Mary could amplify voices, showcase creativity, and foster real connections with her community. The brand also maintained a commitment to social justice, aligning with Mary’s passion for advocating against the systemic injustices faced by people of color in the cannabis space.
Custom Shopify Website Development:
To support Mary’s growing business, we developed a custom Shopify website that not only showcased her proprietary products but also served as a hub for collaboration. While Shopify isn’t our usual platform, it was the perfect fit for HiiiDeas’ e-commerce needs.
We designed and built a site that reflected the elevated, yet approachable aesthetic of the brand while ensuring smooth functionality through custom coding and integrations with key systems like Klaviyo and a point-of-sale system. Every detail was tailored to support Mary’s vision of creating a space where creativity and commerce meet.
Social Media Strategy with a Purpose:
We collaborated with Mary to refine her social media strategy, focusing on content that connected with her audience on a personal level. By emphasizing lifestyle content that showed how cannabis can be part of a healthy, creative life, we helped shift the conversation to one of intentionality and empowerment.
In addition, we worked with Mary to weave in content that spotlighted the parallels between cannabis consumption and self-awareness, well-being, and, importantly, social justice. Inspired by her unapologetic muse—Rihanna—Mary’s brand persona carries a vibe of confident authenticity while always staying connected to the issues that matter most, such as advocating for reform around cannabis-related criminal charges disproportionately affecting communities of color.
The Outcome
With a redefined brand identity and a thoughtfully built digital presence, HiiiDeas now stands as a beacon of creativity, community, and justice within the cannabis space.
Mary’s brand is positioned to not only reach new collaborators but to uplift those whose voices are too often silenced. From the custom-built Shopify website to the purpose-driven social media strategy, every piece of the puzzle came together to help Mary realize her vision of an elevated lifestyle brand—one that isn’t afraid to mix creativity with advocacy and a whole lot of heart.