Love For Local

Target
Group Creative Director
160over90/Obsidianworks

Historically, big box retail enters neighborhoods like Fordham with a transaction-first mindset; we shifted the model to relationship-first. By centering our launch on the deep-rooted pride of local residents rather than our product assortment, we transformed a grand opening into a pledge of allyship. "We've Got Love for Local" wasn't just a tagline; it was a strategic pivot from generic corporate presence to specific community partner, proving we weren't just opening doors, we were earning our place on the block.