Safeway Holidays in Chalk

  • Client: Safeway
    Art Director: Tom Bosch
    For the 2012 Safeway Holiday Season, we designed a cohesive chalk look. The chalk could not be hand drawn because of budget and versioning purposes so a digital chalk look was created that allowed quick copy edits. I also designed custom photoshop brushes to help chalk our vector illustrations. Illustrations were used along side photography to create a playful look to the holiday signage. This look continued through their mailers, in store signage, email, and online.
    For the Safeway giftcard mall, we created and illustrated a chalk drawn winter wonderland. I managed the execution of all the signage, over 50, and made sure all chalk lines were uniform throughout the massive campaign.