IPO Campaign
2021
Campaign Design, Art Direction, 品牌推广设计、艺术指导
In support of sweetgreen’s IPO in November of 2021, the brand studio team ideated and designed the entire roadshow campaign. To deliver sweetgreen’s vision of food, the campaign was built around a core message, ‘Rewrite the future of food with us’ through motion design, billboard design, wildposting, videos, and social media designs.
为了支持 sweetgreen 在 2021 年 11 月的 IPO，sweetgreen 品牌团队构思并设计了整个路演活动。宣传活动的重点旨在传达 sweetgreen 对食品的未来愿景，并围绕核心信息“与我们一起重写食品的未来”展开。最终通过动态设计、广告牌设计、街头海报、视频和社交媒体设计等形式呈现。
sweetgreen team:
Executive Creative Director: Thomas Wilder
Director of Brand: Emily Morris
Design Director: Brian Okarski
Creative Director of Narratives: Marisa Aveling
Designers: Yi Mao, Raymund Ramirez, Brian Kim
Motion Designer: Diego Salinas
Brand Manager: Kyra Peckaitis
Producer: Alexis Coulter
Photographer: Nicholas Scarpinato
Executive Creative Director: Thomas Wilder
Director of Brand: Emily Morris
Design Director: Brian Okarski
Creative Director of Narratives: Marisa Aveling
Designers: Yi Mao, Raymund Ramirez, Brian Kim
Motion Designer: Diego Salinas
Brand Manager: Kyra Peckaitis
Producer: Alexis Coulter
Photographer: Nicholas Scarpinato
上市当天纽约证券交易所内部的屏幕面板和标牌。
Images are selected from sweetgreen’s photo library established by Johanna Hsu, Nicholas Scarpinato, Melanie Weiner, and other previous team members over the years. By juxtaposing those images together, it was creating something new. Contents on those photographs are curated to match campaign’s core message. They include ‘ingredients’, ‘food’, ‘farmers/people’, ‘supply chain’, and ‘employees’.
宣传活动中的图片全是从 sweetgreen 的图片库中挑选出来的。图片库由 Johanna Hsu、Nicholas Scarpinato、Melanie Weiner 以及其他前团队成员在2018–2021 的四年间建立而成。设计团队通过将这些图片并列在一起，创造出了一种全新的视觉效果。照片中的内容经过精心策划，以契合宣传活动的核心信息，即涵盖“食材”、“食物”、“农民/人们”、“供应链”和“员工”。