Aaron Nosbisch of BRĒZ and Lucyd on Brand Vision

And hemp's evolving legal landscape

Aaron is the founder of the cannabis beverage BRĒZ and Lucyd, a social agency focused on the plant. He is an entrepreneur, investor and adventurer who launched numerous ventures while driving millions in revenue for his projects and clients. 

We spent two minutes with Aaron to learn more about his background, his creative inspirations and recent work he’s admired. 

Aaron, tell us …

Where you grew up, and where you live now.

I grew up in Collinsville, Ill.—the middle of nowhere, as far as most are concerned. Its claim to fame is being the horseradish capital of the world. I moved to downtown West Palm Beach, Fla., in 2012 and spend the majority of my time there now. But my wife is a travel writer, so we spend up to six months of the year on the road.

How you first got interested in cannabis.

I smoked my first bowl behind my neighbor’s house at a young age. And in the blink of an eye, I tapped into a whole new dimension of existence. I was blown away and instantly knew that my reality had changed forever.

One of your favorite projects you’ve ever worked on.

BRĒZ is by far my favorite project. Providing people with a new product to enjoy without the negative effects traditionally associated with adult beverages brings me immense joy and satisfaction.

A recent project you’re proud of.

I love the agency I founded, Lucyd, which helps functional wellness consumer products—such as cannabis (especially hemp), adaptogens, botanicals and even psychedelic brands—reach their target audiences through social media and search advertising. 

The biggest challenge cannabis marketers face today, and how to approach it.

Not having access to traditional DTC e-commerce advertising and distribution channels. Thankfully, there are options available for hemp brands which both BRĒZ and Lucyd are fighting daily to keep open to ensure consumers can get direct access.

One thing about how the cannabis industry is evolving that you’re excited about.

The evolving hemp landscape potentially being the catalyst for all low-dose cannabinoid products to become de-scheduled and legal. This is becoming the obvious solution to a challenging paradigm.

Someone else’s work, in cannabis or beyond, that you admired lately.

Rose Delights and Pure Beauty have two of the most iconic and beautiful brands. I’m also a huge fan of what KIVA has accomplished.

A book, movie, TV show or podcast you recently found inspiring.

I recently watched Dune Part 1 and 2 and found them to be incredibly exciting and inspirational.

A visual artist or band/musician you admire.

I’m an Alex Grey die-hard. I’m hoping to start collecting some originals from him in the near future. 

Your favorite fictional character.

Aang from Avatar: the Last Airbender.

Someone worth following in social media.

@Emmett. He is the incredible brand designer behind Gin Lane and Pattern Brands.

Your main strength as a marketer/creative.

Brand vision and alignment for the current and future state of the market.

Your biggest weakness.

Consistency of aesthetic on social. 

Something people would find surprising about you.

I love every board sport and spend my free time flowing wherever and however I can. I’m also an avid music fan and you can catch me at festivals or DJ sets.

What you’d be doing if you weren’t in the cannabis industry.

I would get deeper inside the psychedelic industry or adaptogen and functional wellness space—or else I’d be a tech entrepreneur.