Blue Diamond: Social



With Blue Diamond Almonds most sought-after target – millennials – top of mind, we set about giving the brand a more modern, authentic voice in the social space, establishing them as a brand that fans would be eager to follow and engage with. 

Below are 4 projects that defined a new behavior and voice for the 100-year old collective of growers, ranging from an authentic step into metaverse to a fan-powered Tik Tok musical.  

In early April, we received a request to help an iniative devoted to giving frontline workers access to free mental health counseling during the COVID-19 crisis. In a matter of days we’d taken them on as a pro bono client at Chiat Day.

We began by giving their project a new name, a logo and a design system. All subsequent messaging was laser-focused on one thing: letting frontline workers and their friends and familes know that this crucial resource existed. I worked on all the art direction and worked with a New York Times photojournalist-turned-EMT Andrew Reniessen, among others.