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“REAL TALK” for Merchants
DoorDash positions itself as the preferred growth and operational partner for merchants. To reinforce this trust, we launched “REAL TALK”—a North American testimonial campaign that anchors the brand's storytelling in the authentic voices of real business owners.
About the project
To build more trust with merchants, we needed to shift perception from a corporate delivery channel into a merchant-led platform. Staged hero imagery was traded for a documentarian style, and a vibrant color palette became a quieter, supportive backdrop to allow merchants to take center stage. Packaging stickers are represented by supporting graphic elements that are not only impactful, but bring functionality as a device to highlight bottom-line growth and real business results for our business owners.
Credits
Company
Project
Role
Senior Brand Designer & Motion Designer
Voice & Messaging
Business Lead
Strategy
DoorDash
Campaign Video
Brand Design Lead
Julio Sotomayor
Rachel Dady, Nicole Caldwell
Arika Jeter
Leigh Mosley