A dynamic out of home brand campaign showcasing affordable essentials and celebrating diverse businesses owners. Distinct yet compatible design systems were developed to communicate two different messages, one focusing on affordability and the other on assortment.
Modularity was key due to the diversity of deliverables, which included a shoppable mural and a wide variety of digital executions.
Agency: Mother NY
Creatives: Bonnie Lumley, Paul Boupha
Designer: Josiah Werning