99 Cents Only Stores

99 Cents
Only Stores

Oct 2017 – May 2019

Company: Meaningful Works
Creative direction: Eric Boisvert
Art direction: Youna Jang
Copywriter: Linda Birkinstock
Illustrator: Bryant Santamaria
Other designers: Maryia Bulka & Hera Cho
Photography: Jason Travis
Videographers: Tyler Evans & Tom Gault

Art direction, identity development, experience design, marketing assets, research

99 Cents Only Stores is a premier deep-discount retailer that primarily carries name-brand consumable and general merchandise. With more than 350 stores in four states and two distribution centers in California and Texas, 99 Cents Only Stores became the leading extreme value retail chain in the Western United States.

Store and experience design

During the rebrand, store openings were redesigned to align with the new branding. I led the development of design assets for the new stores, including window graphics, signage, pricing systems, register assets, uniforms, bags, and grand opening promotional materials. I also collaborated with a production company to ensure accurate production and installation of all assets, meeting quality standards and deadlines.

#GO99BANANAS experience

During the store grand openings, a pop-up activation called GO 99 Bananas was launched to promote the produce section of 99 Cents Only Stores, with a focus on their gateway product: bananas. The event featured free banana-strawberry smoothies, recipe cards, photo opportunities with a themed setup, banana dancers, social media engagement, shopping spree giveaways, and games. I was responsible for designing, setting up, and managing the entire experience.

99 Day

To celebrate 9/9 Day (September 9th) in 2018, 99 Cents Only Stores partnered with Meaningful Works to break a Guinness World Record, renew marriage vows, and host various activities. I contributed by assisting with the knolling event, participating in the hero promotional video, and creating print and digital assets to promote the celebration.

Seasonal campaign promotional assets

Below are some seasonal campaign print and digital assets that I’ve designed. Photography was done by Jason Travis.