Jonathan Martin Billboards

Jonathan Martin is a mid-level regional fashion brand with national aspirations, yet the partners in the design firm focused more on clothing than marketing. Their print campaign consisted of a series of sepia toned images with just the name in Helvetica. After a lackluster response they decided to try out of home, and the result was this series of bus panels and billboards.

First, I had to create a logo suitable for their spirit. Then to add a little more attitude to their image, the copy tells the truth about fortune telling in a way that inspires women to become self empowered. Due to budgetary constraints this campaign ran only in three US markets, Chicago, LA and New York, but the response was significant in terms of sales for the clients.