CAMPAIGN ART DIRECTION
PRINT, DIGITAL, ILLUSTRATION.
I was fortunate to work with cross functional teams and art direct Work Stories, a regional campaign out of the Gensler San Francisco office, while I was the Content Designer in the marketing team. Gensler is an internationally renowned architecture and interior design firm headquartered in San Francisco. The campaign opens a dialogue about the new shapes the workspace has taken, driven by the shift in priorities and needs kindled during the COVID pandemic. Gensler designers and architects respond with empathy and embrace the changes in their progressive approaches to workplace design and interiors.
My illustration skills and background came into play when I drew human figures with a silhouetted effect that would obscure gender and race to ensure an inclusive experience that doesn’t distract from the main message. Moreover, these figures represent the campaign’s recognition of people’s changed posture on workplace needs.
The color palette is founded on the three primary colors, imbuing the Bauhaus flavor of design. Work Stories is about taking a step back from the status quo, stripping away the details, and identifying essence of the new workplace across industries.
Gensler architects and interior designers recognize the pronounced and longterm impact of the pandemic on the workplace and tell their stories of how various high profile clients and developers have responded to these new trends. Their stories are shared through a presentation deck, which I designed to adopt the Work Stories brand DNA.
Using Cinema 4D, a software I'm learning to use for 3D design and motion projects, I created abstract spaces that look both like interior design spaces and the material sample palettes that interior designers create for their projects. These designs playfully illustrate the shifting and changing designs of the modern post pandemic workplace.
The Work Stories: campaign is all about re-evaluating and leveraging people's newly emerged needs and priorities around the workplace culture and environment. Throughout the campaign, the visual DNA is founded on the human form and new beginnings.
