CREATIVE DIRECTION • ART DIRECTION • STORYTELLING
Dollar Tree Kindness Crew
GOAL: For this project, we aimed to create an identity for Dollar Tree’s associate volunteers, based on its philanthropic program, “Every Kindness Counts.”
CONCEPT: Kindness Crew
PREMISE: Building an identity to help unify Dollar Tree employees when they are in their communities participating in philanthropic endeavors.
KEY VISUAL: Anchored in the Dollar Tree green and using the honeycomb visual from their “Every Kindness Counts” campaign, the visual ID is rooted in a vintage sports aesthetic to evoke the team mentality of volunteer work.
Sample Deliverables
T-Shirt Design
Sunglasses
Lapel Pin Featuring Alternate ID