FEDEX
Role: Senior Art Director (Campaign Concept, Visual Design, Environmental Branding)
Agency: BBDO / Atmosphere BBDO / Proximity
Scope: Activation branding, digital support materials, environmental graphics, social extensions
FedEx wanted to connect with small business owners in a fresh, human way. Rather than another digital campaign, we brought the brand to the street — transforming a FedEx-branded food truck into a mobile experience that celebrated the people and businesses the company delivers for every day.
THE CHALLENGE
FedEx needed to reframe its brand perception from global logistics provider to everyday business ally. The goal was to create an experience that felt approachable and community-driven — not corporate. It had to inspire organic engagement while staying unmistakably “FedEx.”
THE WORK
We designed a fully branded food truck activation that turned “delivery” into a metaphor for connection. Visitors were invited to grab a bite from local small businesses — all delivered by FedEx — while learning how the brand helps companies grow through smart logistics.
I developed the visual system and event branding, tying the truck, printed materials, digital banners, and on-site signage into one cohesive experience. The creative leaned into FedEx’s iconic color palette and precision, paired with approachable photography and messaging that highlighted real entrepreneurs.
MY ROLE
As lead designer, I helped shape the concept and visual direction, collaborating with strategists and production partners to bring the activation to life. I designed all core visuals — from truck wraps to digital and printed collateral — ensuring the creative felt unified across every touchpoint.
OUTCOME
The activation was a success, generating strong engagement online and on-site. Thousands of small business owners interacted with the truck, while hundreds of thousands were reached through event coverage and social amplification. The campaign humanized the FedEx brand, turning its promise of “delivering possibilities” into something tangible and relatable.
Extended Work: Digital + Campaign Design
Beyond the activation, I contributed to a wide range of FedEx digital and promotional campaigns — from interactive microsites and sweepstakes to online games and content hubs. These efforts consistently expanded the “FedEx Delivers” message across screens and experiences, combining clarity with moments of surprise and delight.
Each project strengthened the connection between FedEx’s digital storytelling and its physical brand presence, helping modernize one of the world’s most recognizable logos for a faster, more engaging future.