State & main

Mother’s day

in 2022 State & Main launched their “For mom, For women” campaign to provide families with a way to celebrate mom’s all weekend while also supporting charities in their community. This campaign has been successful ever since and going into future years aims to continue
to build upon this successful campaign.

  • Develop upon the existing Mother’s day assets that were launched in 2024 assets in a meaningful way that reinforces the value of this campaign and highlights local charities.

  • Building on the previous campaigns, the visual identity was refined to use a lighter pink shade to distinguish the Mother's Day campaign from evergreen brand content. The wordmark was also updated from a fully cursive wordmark to a pairing of cursive script and serif typeface, improving legibility while placing greater emphasis on the "for Mom" message.

    To maintain brand consistency, the campaign retained its elevated food photography style featuring talent in the background, alongside the existing floral illustrations, creating a cohesive look that felt both fresh and familiar.

FranWorks - State & Main 2025/2026

Created for

In-store Marketing
Paid Social Media
Organic Social Media
Web Assets & Emails

Deliverables

Event flyer for a Mother's Day meal support event running from May 1-10, encouraging community donations to support women and children, with decorative floral line art on a pink background.

In-room Poster - Location specific

Pink background with small polka dots and white floral line art on the right side. Text reads: "A Mother’s Day meal that gives back."

META Carousel 1

Pink donation flyer with a dotted pattern, encouraging donations to North End Women's Centre through a QR code, with text about giving like a mom in May.

Table Card - Location specfic

Close-up of cooked fish topped with a spicy grain and herb mixture, garnished with fresh greens and served with asparagus on a white plate.
Pink promotional flyer for a charity event supporting women, offering meals at State & Main between May 1-10 with a $10 reservation donation. White floral illustrations and a prominent 'Learn More' button.

Website Carousel

A close-up image of a plated dish featuring salmon with a breadcrumb topping, paired with asparagus, garnished with microgreens, served on a white plate. The background is blurry with warm tones. Overlaid on the image is text about a Mother's Day meal event with reservation details.
Pink background with small darker pink polka dots, a glass of orange juice with a slice of orange on its rim, and text promoting a Mother's Day meal from State & Main Kitchen and Bar, with event details including dates and reservation information.
A woman smiling at a dinner table with a glass of champagne and plates of food, including a salad and pasta, celebrating Mother's Day.
Pink Mother's Day card with white floral outline and a quote in pink and white text: "for mom, for women. A Mother's Day meal that gives back."

META Single Image

A woman with blonde hair laughing, wearing a denim shirt, seated at a table with a salad, a glass of rosé wine, and a bowl of rice with vegetables.
Pink background with polka dots and a notice about reservations at State & Main Kitchen Bar, including website and reservation details.
Pink reservation sign for State & Main Kitchen & Bar with white text saying "reserve your table today" and a note at the bottom about capacity and reservations.

META Carousel 2

Blanco Quarterly Cocktails