For a retail initiative at our flagship location on Chicago’s Magnificent Mile, I was tasked with developing the campaign for "IRL (In Real Life)." The project centered on a concept pop-up store designed to bring emerging online retailers into a physical, brick-and-mortar space, serving as an evolving home for digital-first brands.

I led the art direction and design of the campaign collateral, translating the transition from digital to physical into a cohesive visual language. By utilizing clean, minimalist imagery of everyday objects against a bold, high-contrast backdrop, I developed a design system that communicated the excitement of seeing online brands "in real life" across diverse touchpoints—from large-scale architectural signage to city-wide transit and street-level advertising.