DoorDash
A Neighborhood of Good in Every Order
campaign design
In 2022 DoorDash launched its newest, major brand platform: A Neighborhood of Good in Every Order, with the intention of bringing its core mission of growing and empowering local economies, to life.
The campaign ran across TV, radio, and OOH. The work intentionally reframed ordinary, every day orders to show how they empower the entire community. Each TV spot and OOH placement took real, relatable scenarios paired with friendly, casual voiceovers to explain the economic truth of each order. So, the toilet paper and random impulse wine purchase from a pharmacy helps keep that pharmacy open. These become quick snapshots of how every day orders can contribute to the collective good of a neighborhood.
As my first project at The Martin Agency, I was led by Robyn Makinson as I worked with the team in creating OOH boards based on our flexible system that integrated photography with simple, concise headlines and a geometric graphic ‘path’ that symbolized the journey of each delivery.
This path, colorized in a bright gradient, would weave from headline set-up to headline pay-off, through intricate photographic scenarios. Each path form was designed bespoke for each specific placement. A lot of hours were spent ensuring the path was neither too complex, nor too simple, and integrated into the layout rather than simply placed on top.
Agency: The Martin Agency
Senior Designer: Nate James
Design Director: Robyn Makinson
Creative Team: Danielle Delph & Stacey Smith
Photographer: Jeff Minton
We were lucky to secure multiple impactful media placements, featuring stunning hand-painted designs within and around the vibrant city of New York.
Typically, design has limited influence on image composition and art direction. Nevertheless, our design system demanded a more intricate approach to layout. We took great care in every aspect of asset placement to ensure our path design seamlessly navigated through the image, without overwhelming it.
