Double A wanted to develop a campaign that built brand awareness by highlighting their leading sustainability practices. Every paper brand talks about being eco-friendly, so we needed a way to say it that people would actually stop and read.

Our answer: The Unsung hero. In the concrete jungle of
the office, one species quietly sustains the ecosystem: Double A paper. It performs its duties flawlessly. It enables communication seamlessly. And most surprisingly, it does all this while being remarkably sustainable. The concept
was humorous and that comes through in the design. 

I led the design rollout across social, digital, and print, adapting the same grid system for bus wraps, building megasides, digital street furniture, and shelters. The layout stayed identical across every format: white background, one diagonal blue accent, minimal type. That consistency is what enabled the campaign to hold up at every size, from a phone screen to a six-storey building wrap.