As the lead creative for a national back-to-school campaign, I developed and directed the visual and strategic concept around small space living for students and urban dwellers.

Anchored by the tagline “SMALL SPACE, BIG LIFE,” the campaign spoke to the idea that limited square footage doesn’t mean limited style—or ambition.

The aesthetic was driven by two nostalgic yet clever inspirations:

• The electric pop of neon highlighters—a visual cue universally tied to back-to-school energy and youth culture

• Blueprint-style graphics and aerial views, nodding to classic architectural drawings and student planning moments, used as literal and stylistic foundations for the shop
   

This concept extended across in-store presentation, digital assets, and social media, offering a cohesive customer journey that was both functional and emotionally resonant. From floor layouts to signage to product curation, every detail was considered to tell a consistent and aspirational story for students and small-space city living.