With Square Roots' new brand identity out in the world, the creative team's next challenge was to determine how we could leverage our new visual language to spread brand awareness and drive customers to stores to try out Square Roots produce. Our marketing team decided to put media spend behind the brand's first-ever advertising campaign, targeting key markets in the Midwest.

The campaign was led entirely by our in-house creative team, and highlighted how Square Roots farms thrive even in the depths of winter. The campaign targeted key markets in the Midwest, with executions including OOH billboard placements, social media assets, and an OLV Hulu ad. The produce we shot was grown—quite literally—in the midst of a blizzard. My contributions to the project included concept development, print design and production, motion graphics, and video art direction.

Working in collaboration with copywriter Manish Melwani, I developed a visual system and created a series of social assets for Impact Week at Square Roots. The goal of this mini-campaign was to educate Square Roots' customers about the company's efforts toward sustainability and reducing environmental impact.

In the summer of 2023, Square Roots launched Lemon Basil as a seasonal, limited time product. To promote the launch, I designed organic social content and mailers to distribute to retailers, and collaborated with creative production on a product shoot.