the citizenry marketing campaign

This project was a proposal for a marketing campaign for The Citizenry, a global homegoods brand. The purpose of this campaign is to draw attention back to the artisans who create their products by sharing recipes from their country. The hope is that through celebrating the culture of artisans, we will celebrate the artisans themselves.

Cooking is my way of inviting people into my life. Food connects people. It’s not even just the community of having people together, but also the experience of the food itself. Some of my best memories from travels are the food I ate, whether it was home-cooked or a local favorite. Nothing will bring me back to a place quicker than tasting the food that is tied to that memory. My vision for this project was to highlight the culture of the countries with which The Citizenry partners. The authentic recipes would tell the story of your kitchen collections, whether it is the platter, apron, or bowls. The tortilla recipe featured in this first edition is one of those that is passed down by word of mouth, from grandma, to mother, to daughter, a celebration of culture in the kitchen.

With this concept in mind, I cooked and photographed the food and then used The Citizenry’s existing branding to create a campaign that could easily be used in their marketing. I created a landing page using the header of their current website and an example of how the recipe might be displayed. I then incorporated this design into another medium, email marketing. My goal for the design of this project is that it would be consistent with their branding as well as consistent across all platforms.