Approach

Clients don’t always get credit for the ideas they bring to the table, though this one certainly deserves their fair share. Dollar General came to us with Make It Happen—a campaign line they fell in love with internally but didn’t know how to make work across all touchpoints. They also needed smart strategy and a more personal way of speaking to core customers while welcoming new ones. Oh yeah. And whatever we brought to the table had to work across all their owned channels and be a turnkey solution for their co-branded partnerships with CPG vendors as well. No big deal. We pitched thoughtful tweaks to their visual language, added a single meaningful word to their line and used it as a flexible framework for building an approachable, ownable brand presence.