Type of Work: Advertising / Brand Awareness Campaign
My Role: Copywriter & Art Director
Presented as: Mockups (Outdoor Ads, Social Media Ads, Geurrilla Ads and Merch)  
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Insight: In today’s cities, most places to sit come with pressure to spend. As costs rise and social anxiety grows, many people are simply
looking for a comfortable space where they can exist - read, work, scroll, or think - without feeling obligated to buy something.
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Idea Statement: “We Welcome All: Even if you're just here to sit" repositions Indigo as a pressure-free third space where presence is enough.
The campaign celebrates the diverse ways people use bookstores - whether reading without purchasing, working on personal projects, or
simply sitting quietly - and affirms that everyone belongs, regardless of what they spend. The project explores visual storytelling and typography
to communicate the message “We Welcome All,” positioning Indigo as a welcoming space for all.