DoorDash
‘A Neighborhood of Good in Every Order’
In 2022 DoorDash launched its newest, major brand platform: A Neighborhood of Good in Every Order, with the intention of bringing their core mission of growing and empowering local economies, to life.
Partnering with The Martin Agency, the campaign ran across TV, radio, and OOH. The work intentionally reframed ordinary, everyday orders to show how they empower the entire community. Each TV spot and OOH placement took real, relatable scenarios paired with friendly, casual voiceovers to explain the economic truth of each order. So, the toilet paper and random impulse wine purchase from a pharmacy helps keep that pharmacy open. These become quick snapshots of how everyday orders can contribute to the collective good of a neighborhood.
A huge opportunity for us as a department and myself as Design Director at The Martin Agency, I led a team in the creation of a flexible system that integrated photography with simple, pithy headlines and a geometric graphic ‘path’ that symbolized the journey of each delivery.
This path, colorized in a bright gradient, would weave from headline set-up to headline pay-off, through intricate photographic scenarios. Each path form was designed bespoke for each specific placement. A lot of hours were spent on ensuring the path was neither too complex, nor too simple, and integrated into the layout rather simply placed on top.
Agency: The Martin Agency
Role: Design Director
Creative Team: Danielle Delph & Stacey Smith
Designer: Nate James
Photographer: Jeff Minton
We were fortunate enough to have several high impact placements in the media buy, with a selection of beautiful hand-painted layouts in and around New York City.
Below; a selection of images we captured with photographer Jeff Minton.
Ordinarily, design would have minor input on image composition and art direction. However, our design system called for a much more nuanced approach to layout. With such high consideration going into each individual asset placement to ensure our path design was able to run through image without obscuring too much.
