For the grand opening of a new HomeSense store, the challenge was singular: create a powerful first impression that could be seen from the moment a customer walked into the mall. The goal was to design a single, large-scale piece of signage that would serve as a visual anchor, cutting through the noise and naturally guiding foot traffic toward the new store.

My strategic approach was to design a bold, high-impact billboard that was more than just a sign—it was an experience. By analyzing spatial considerations like traffic flow and sightlines, I crafted a concept that maximized legibility and visual appeal from a great distance. The final design featured an oversized, aspirational furniture image as its focal point. This was a deliberate choice to not just announce the store, but to sell the dream of the perfect home, creating an immediate emotional connection and encouraging social engagement. The design successfully transformed an empty mall space into a compelling destination, reinforcing the brand and driving crucial foot traffic from the moment the doors opened.