Dollar Tree is one of America's most icon discount store, a staple for any last minuet project, home maintenance, or snack run. What most people don't realize, is that Dollar Tree offers much more than what their reputation gives them credit for. The creative brief I was given is how to market Dollar Tree as an economically dependable market place for not-so-crappy items.

Strategy

My Target audience for this poster campaign landed in the age bracket of 20 to 27 years of age, specifically young adults moving out on their own for the first time. Dollar Tree is already known for their cheap prices, which is alluring to people on a budget. What isn't as known is Dollar Tree actually has a wide selection of home goods, home utilitarian items, as well as toiletries, cleaning supplies, and groceries. Dollar Tree is the perfect solution for a new homeowner's heart and wallet.

Process

Through sketches and copy brainstorming, I experimented with a lot of variations within my art direction.

I chose to execute in an illustrative style to grab the attention of young adults with a whole.some and nostalgic connotation. Moving out is a beast, and tight budgets aren't fun. A lighthearted and cartoon-like style is intended to insinuate a comforting feeling around customizing their own space, minus the fear of a card declining.

Dollar Tree

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Angie Moresky

Art Director

Strategy

Process

Dollar Tree

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