I was hired by True Chicago (truechicago.co) to design the merchandise for their sixth annual True Conference at the Chicago History Museum.

The idea to highlight the journey of creatives through the lens of a lemonade stand was developed by Tuck. From this, I created a fictional story about a man from Chicago who dreamed of opening a candy store where he would sell his ‘World Famous Lemonade.’

With world building being an integral part of my process, I was able to co-direct the photo campaign to further immerse our audience in the world of ‘Mr. Lemon.’ I also designed and built a lemonade stand to accompany the merchandise. This was on display at the Chicago History Museum. Sketches and mockups of the process are below.

Design work completed by Oluwaseyi Adeleke. Lemonade Stand designed and built by Oluwaseyi Adeleke.

Additional art direction completed by Steven Tucker (@who.is.tuck). Campaign photography by Bianca Garcia (@helloimbiancaa).