The 99 Store
Meaningful Works
Role: Designer / Campaign Lead
Scope: Multi-Channel Campaigns & Retail Marketing
Disciplines: OOH, Social Media, Email Marketing, In-App Design, Experiential Marketing
Timeline: 2020–2022
Overview
From 2020–2022, I worked at Meaningful Works, supporting retail clients including The 99 Store and Raleys with multi-channel campaigns spanning OOH, social, email, in-app, and experiential marketing.
Within a small, collaborative agency of 20, I both led creative for specific campaigns and executed broader client work, working directly with clients and collaborating with account managers, production houses, and photography teams.
The Challenge
Both clients sought to engage local communities during a period of intense uncertainty, including the COVID-19 pandemic, while staying true to their brand voice and mission.
The challenge was to design impactful campaigns across multiple channels with limited resources, ensuring messaging was timely, relevant, and visually compelling — whether on a billboard, a social post, or an in-app promotion.
Execution
Out-of-Home Campaigns
Designed major holiday-focused billboards and train wrap campaigns
Developed visually bold, brand-aligned layouts for maximum community impact
Ensured campaigns were adaptable for both local and regional placements
Digital & Social
Created social campaigns supporting local engagement initiatives
Example: National 4/20 “Banana Day” campaign — playful, culturally relevant, and high engagement
Built digital assets across email, social, and in-app touchpoints
Client & Team Collaboration
Partnered with account managers, clients, and external production teams
Coordinated photography shoots and commercial production assets
Delivered full creative packages for campaigns from concept through launch
Creative Approach
I approached each campaign with a focus on community, clarity, and playfulness, tailoring messaging to each channel while maintaining visual cohesion.
Key strategies included:
Translating retail and promotional messaging into bold OOH visuals (billboards, train wraps, in-store signage)
Building social and in-app campaigns that were culturally relevant and engaging
Integrating seasonal and event-based campaigns, like holidays and special awareness days
Collaborating directly with clients to ensure creative met business objectives and resonated with local communities
Impact
Supported high-profile charitable initiatives by The 99 Store and Raleys, including large-scale community giveaways during the pandemic
Helped both brands maintain consistent, high-quality visual presence across all channels
Contributed to campaigns that drove community engagement, brand awareness, and retail traffic
Reinforced agency reputation as a trusted external design partner for fast-moving retail campaigns