Due to the Covid-19 pandemic many local businesses suffered enormous challenges around the city of Miami. The Local People’s Project intends to bring the community together and inspire people to support local shops.

This initiative replaces traditional marketing into a joyful, dynamic yet serious campaign that provides valuable, fun and interesting information to both locals, tourists and owners of small businesses in Miami. The LPP presents a different way to see local consumption.

The entire design system relays on two core aspects. One of them being our fun character Miles and the other being the humor with which we reshaped the narrative of local consumption. We centered the campaign around Miles to show the people that they are less than a mile away from helping a local partner.

When we first approached this project we knew we wanted to use wittiness in our channels. We started discussing the importance and power of humor and how to best use it while still giving meaningful and useful information to support local consumption. Therefore the digital campaign and the street poster applications include a series of phrases that are fun, relaxed but also serious about the hard facts of local consumption. Part of the applications that helped us use a little bit of humor and our character were a bunch of colorful badges that people could collect and proudly display as a symbol (and of course amazing marketing) of the project. Other promotional materias were street posters, a digital campaign on instagram, pins, and a friendly, simple and attractive way-showing system using our character Miles.