Doordash
Dasher’s Awareness Campaign
Objective
Dashers are central to DoorDash, yet their stories and contributions were often overlooked. The goal was to design a campaign that celebrated their essential role, highlighted their community impact, and humanized the brand, creating a compelling experience that built awareness and lasting affinity.
Roles
Design Lead
Conceptualization
Branding
Visual Design
Deliverables
Social media graphics
Digital ads
Print collaterals
Reports
Timeframe
6 weeks
Live: January–June 2022
Process
The visual concept was centered on combining data and Dashers’ testimonials to tell a compelling story. Quantitative insights shaped how the impact of Dashers on local communities could be highlighted, while qualitative stories brought their experiences to life. By integrating metrics and real voices into the design, the campaign made the scale of Dashers’ contributions tangible and relatable, creating a visual language that humanized the brand, strengthened trust, and fostered lasting community affinity.
Social Media
We produced over 100 social media graphics and developed 3+ visual concepts to drive awareness across multiple platforms. The first campaign phase launched on Facebook and Twitter in Washington, California, Massachusetts, and New York. Within the first week, the content generated more than 500,000 impressions totaling.
It’s not just Social Media
Since launching in January 2022, the campaign has scaled nationally across all U.S. states and expanded into Canada, reaching British Columbia, Ottawa, and Quebec. Positive reception from the client helped us earn their trust, and what began as social media graphics evolved into a broader suite of assets such as print ads, digital ads, campaign websites, one-pagers, reports, and dasher-facing materials, creating a cohesive and strategic brand experience.