For season two of The Chi we wanted to highlight the ways that the characters lives intersected one another. We also wanted to focus on hope and change.
I explored an evolution of last year’s color palette and mural key art in the first two executions. I found a way to do this graphically as well as practically. I actually pitched created a full-scale mural in Chicago as a campaign tie in.
I also explored different ways to overlap the characters silhouettes and imagery of the south side of Chicago as a way to emphasize the way they each affect each other’s lives.
Overall, I tried to make the packaging feel youthful and hopeful, but still serious. Ultimately we went with a promo package that tied into the colorful portraits of the print campaign.
SVP Design: Erik Friedman
VP Design: Christina Black
Art Direction: Alec Donovan