Design & Art Direction

Whole Foods

Hundreds of products, three cities, a slew of unit shapes and sizes. How do you keep it all consistent? With a killer team, strategic brand playbook, and a pristine design. Working onsite at MullenLowe, I had the privilege of supporting an incredible group as senior designer on a first-of-its-proportion campaign for Whole Foods Market. Behold, #whatevermakesyouwhole.

Role: Senior Designer / Agency: Mullen Lowe Los Angeles / Client: Whole Foods / Media: OOH / ECD: Margaret Keene / Account Director: Bryan Reugebrink / PM: Wendy Kleinberg / GCD, Head of Copy: Barton Corley / GCD: Jeff Beberman / Design Director: Florencio Zavala / Art Director: Laura Beck / Copywriter: Hilary Smith

Big, delicious, unapologetic food takes center stage at every turn, achieved through a precise balance of white space, type, and image.

Working with perfectly crafted headlines and gorgeous photography made my job, um, delicious.

While the designs appear simple, it took considerable trial and error to achieve visual symmetry across each platform. Not to mention, legibility in some very interesting media units… Chicago, I’m talking to you!

The campaign centered in heavily trafficked transit stations in three key cities: NYC, SF, and Chicago. However, the most interesting media buy was for a few hand painted walls in Brooklyn, NY. True artistry brought to life by Colossal Media. The image below doesn’t do it justice but, the idea of bringing the store to the street was certainly impactful in front of these spectacular murals.

And if vast selection were ever in question… thoughts of lack were quickly dispelled in the presence of these life size walls and bus shelters.