Client: THE 99 STORE
Agency: Meaningful Works
Sr. Lead Designer & Illustrator: Luis E. Duenas
Spearheaded creative direction at Meaning Works, overseeing concept development and execution across digital and print campaigns. Delivered cohesive brand experiences through in-store signage, direct mailers, marketing collateral, and point-of-purchase displays. Developed custom illustrations and motion assets (GIFs) to elevate visual storytelling and drive customer engagement.
Art directed and designed in-store stanchion signage for The 99 Store, creating bold, eye-catching visuals that aligned with brand guidelines and enhanced in-store promotions. Collaborated with marketing and store operations teams to ensure messaging clarity, optimal visibility, and seamless integration within the retail environment.
Art directed and designed promotional flyer mailers for The 99 Store, crafting layouts that balanced vibrant visuals with clear, persuasive messaging. Ensured brand consistency while optimizing designs for print production and direct mail distribution. Collaborated with marketing teams to align creative strategy with seasonal promotions and customer engagement goals.
Developed a series of colorful Easter holiday lockup explorations for The 99 Store, combining playful typography, festive iconography, and seasonal color palettes to capture the spirit of the holiday. Explored multiple visual directions to support promotional campaigns across print and digital channels, ensuring brand alignment and eye-catching appeal.
Designed and produced an animated Fall-themed email GIF for The 99 Store, incorporating festive illustrations and motion to enhance visual engagement and seasonal appeal. The animation was optimized for email performance, maintaining small file size and cross-platform compatibility while reinforcing brand identity and boosting click-through potential.
Storyboard & Sketches.
