Whole Foods Market
Hand-rendered & Digital
I was a Graphic Artist at Whole Foods Market (WFM) for over 5 years. During this period, our team was responsible for the manifestation of all marketing materials and signage produced in my store.
Our team included 2 Graphic Artists, a Marketing Team Leader and a Marketing Associate Team Leader from daily requests to biweekly ads and seasonal changes, there was a lot to keep up with. Many of our signs were even hand-rendered. The WFM marketing was pretty interesting during this period, (before Amazon) because each store in the 4-state region had its own branding and visual identity. All the fonts used in the chalks were branded for a specific store or included in a strategic marketing campaign.
Frequently, the larger hand-rendered works, like these menus, were created digitally first, and then transferred by hand.
Chalks were meant to have a more playful feel and create a market-like environment. WFM liked to call out things like if a product was Local or not. I was on the team that created the “Local” branding for our region which was a big deal because it changed the way we branded our local products across four states.
All digital work was created in Adobe and either printed on our large format printer or sent to a printer for higher quality prints.
Some of the digital work I created was used for regional billboards. The image above showcases a digital billboard displayed outside the Colorado Convention Center.
Using the store branding for the Cherry Creek Whole Foods Market, I created this parking sign to let customers know about other parking areas and their validation options. This sign was sent to the printer with cut-lines to get the proper shape. It is printed on aluminum and is reflective to maintain order in the Whole Foods parking lot, day or night.