The NY Times Store was looking for lettering hero pieces for their Mother’s and Father’s Day campaign and extend the design into digital and social assets. While each campaign should have it’s own distinctive identity, they needed to look like they live in the same world. Additionally, the team wanted to avoid using stereotypical gender colors and explore how we can make each campaign more inclusive by using gender neutral colors. I explored lettering and design directions for campaign digital and social assets, expanding upon key visuals from our lettering artist, Caroline Dowsett. Although both campaigns share the same typeface and similar visual elements in order to tie them together I explored different ways to crop the background, different treatment to the letterings and the shapes, and use different color palettes so they are distinguishable.