Storefront

CLIENT
DOORDASH

YEAR
2021

In Q4 2021, we were tasked with launching Storefront—a B2B program for DoorDash merchants that added commission-free online ordering directly on their website, powered by DoorDash. The program had already soft launched and was helping to lift average restaurant sales by 26%, but very few merchants knew about it or didn’t understand how it worked. We launched Storefront with 3 videos and designed a full brand identity around the program, which extended across a paid social and banner campaign.

Art Direction

For the main hero video, The Bakery, we aimed to create a piece that balanced clear product messaging with a style that brought a fresh & unexpected approach to a product intro video—namely, threading the line between the grounded and slightly surreal. I leaned into quick and dynamic edits, saturated colors, and a rich set design that added nostalgia & humor.

“Setup and Activation” (60s)

“Honey’s Kitchen” (60s)

Brand Expression

The art direction of the brand was centered around the idea of the program being as simple as a ‘click of a button’—the design of the logo itself became a button, which also doubly served as the CTA on our banner ads. This helped to inform the illustration & typographic language; the color palette was then developed from the core DoorDash brand.