DoorDash at Taste of Chicago

The Taste of Chicago is the world's largest food festival, held for five days in July in Chicago in Grant Park. It showcases the diversity of Chicago's dining scene, alongside a smorgasbord of cooking demonstrations, music concerts, art activations, and family fun. This year, DoorDash was the presenting sponsor and built out a robust consumer-facing activation—Camp DoorDash. The activation allowed guests to escape from the heat + crowds and enjoy the best part of summer—camp! The decor, atmosphere, and brand approach all evoked memories of summer camp, and featured a food-forward take on traditional camp activities.

Role: Brand Experience & Campaign Lead

The branding and decor for Camp DoorDash was inspired by national park and camp signage, and made use of imagery, materials, signage, and colors, that evoked those themes. The primary logo lockup references vintage postcard typography. While ensuring the applications were authentic to the concept, core brand elements were also integrated (ie. application of the full logo & logomark across collateral, and use of brand colors and messaging).

Camp DoorDash

Camp DoorDash activities included food-themed face painting, a postcard writing station where attendees could color in postcards and send DoorDash credit to their friends & family, a branded photo booth station, a guessing jar of marshmallows to win DoorDash credit, a ‘fishing for burgers’ station, and a giant french fry-themed Jenga game. The space featured vintage-style wooden camp picnic tables, hammocks, umbrellas, and air-conditioned teepees where guests could refuel, relax, and seek refuge from the Chicago summer heat.