BRAND PROMISE

THE OPPORTUNITY:
Launch the first iteration of New Seasons Market’s evergreen brand platform—one that would guide all future campaigns and seasonal storytelling. The goal was to establish a unifying framework that clearly communicated the brand’s purpose and values, creating a foundation that every message, from holiday to harvest, could build upon.

THE IDEA:
The Brand Promise Matrix served as the strategic framework behind “Eat Good. Do Good.”—a message that captured the connection between good food, community, and purpose. Built to be flexible, the campaign allowed the brand to highlight different pillars throughout the year. During the holidays, the focus shifted to quality and community; in summer, to local food and quality; and in fall, to the shopping experience and community. This adaptable structure ensured one cohesive voice across all channels and seasons.

MY ROLE:
I co-developed the Brand Promise Matrix and led the creative concepting and art direction for the campaign. From strategy through execution, I guided the team in creating a unified visual and messaging system that could evolve seasonally while maintaining a consistent brand narrative.