New Seasons Market is one of Portland's most beloved and iconic grocery brands -- a genuine community institution built around sustainable food systems, local sourcing, and doing right by the region. Getting to work with them was one of those assignments that felt bigger than the brief at the time.

The Work

As part of the company-wide In It For Good brand marketing campaign, in collaboration with Metropolitan Group, I worked on two initiatives. The first announced New Seasons' verified zero waste status, certified by Portland State University's Community Environmental Services, through in-store displays, buttons, stickers, social media strategy, and a full campaign microsite. The second, Bee Part of the Solution, was a campaign addressing colony collapse and bee awareness, rolled out across signage, buttons, banners, social strategy, and another campaign microsite.

Takeaway

There's a particular kind of value that comes from sitting in the room with people who are genuinely serious about something; in this case, sustainable food systems at a regional scale. The conversations I had with their CEO and team during this project gave me a depth of understanding about how those systems actually work that I've carried ever since. It's the kind of knowledge that doesn't show up in a brief but shapes how you think about work like this for the rest of your career. My son and I still talk about it when we shop there.