Local Matters
How do you refresh something people already know and love?
About the project
That was the challenge behind Grill'd's summer edition of Local Matters, a long-running charity program that gives customers a say in which local causes receive funding.
With the campaign already having a strong recognition amongst customers, the opportunity wasn't to reinvent it, but to bring a fresh perspective to it. For this edition, we celebrated two of the unsung heroes of the Australian summer: firefighters and lifesavers.
Drawing on the raw, hand-drawn visual language synonymous with Local Matters, I used bold yellow and blue tones inspired by long summer days and beach culture. The challenge was finding the balance between familiarity and distinction – creating something that felt recognisably Local Matters while still standing apart from previous campaigns.
The campaign was rolled out across more than 150 Grill'd restaurants nationwide.
“Finding the balance between familiarity and distinction – creating something that felt recognisably Local Matters while still standing apart from previous campaigns.”
Role
Brand Campaign
Retail Design
Environmental Design
Collaborators
Tyleisha Lloyd-Smith
