The goal of Local Exclusives was to develop a flexible creative system to adapt, scale and manage individual DoorDash campaigns within local markets. The end business goal was to drive Exclusive Merchant store sales volume through these individual campaigns. In order for the system to function across so many merchants and local markets, it had to be templatized for fast development of assets, adaptable for any market and merchant, and also have an ownable, cohesive look and feel tying back to the DoorDash hero brand.
The visual system was built off of some of the existing equity seen throughout the DoorDash "Neighborhood of Good" identity - using the D logo and a path. It's hyper-modular approach was developed to house several different messaging goals, as well as single and multiple merchants. In order for it to be scalable, attention to every detail needed definition and prescriptive design guidance. We developed a modular approach of consistent scale ratios across everything from the margins, to the typography.
Compelling photography and enticing menu descriptions help awaken the senses to all that exclusive merchants have to offer, and speak to the good that comes from supporting local businesses. This modular, ownable wrapper can scale across different merchants, locations, and available assets. It’s actionable and can permutate to fit various design directions. Most importantly, it allows exclusive merchants to be the focal point of every asset.
NYC Out of Home
Some of our LA out of home.