Immune Deficiency
Foundation x Kroger
A shared vision to put inclusion on every aisle—made possible through design
The Power of Partnership
This project brought together two mission-driven organizations with one meaningful goal: to make grocery shopping more inclusive for the immunocompromised. I identified the shared mission between a trusted national retailer and a patient advocacy nonprofit, then crafted a cohesive strategy and identity that turned everyday grocery experiences into a powerful platform for visibility, empathy, and community support. The result is a strategy that not only strengthens brand equity and authentically serves an often overlooked community—but also makes buy-in effortless by seamlessly weaving into the brands’ existing marketing.
Services
Brand Collaboration Strategy
Messaging Development
Art Direction
Visual Identity
Bound by Shared Values
At the heart of this partnership was a shared belief: that everyone deserves to feel seen, supported, and included. By recognizing the natural alignment between one brand’s commitment to nourishing communities and the other’s mission to uplift the immunocompromised, I crafted a unified vision—one that transformed overlapping values into a clear, compelling campaign message with a big heart.
Redefining “Everyone”
I took Kroger’s iconic “Fresh For Everyone” tagline and gave it a fresh twist—doubling down on their promise to serve everyone’s unique needs, especially the immunocompromised community. By showing immunocompromised people as part of the larger Kroger family, I aimed to highlight that they are an integral part of a larger community. This ties into IDF’s central mission of connecting the immunocompromised—who are often isolated by their condition—to their communities.
Seen And Included
Where an asterisk might quietly signal a footnote or an exception, I placed a sparkle instead—turning a symbol of omission into one of inclusion. It’s a small, radiant reminder that everyone deserves to be seen, celebrated, and welcomed.
A Natural Fit
To make the concept feel immediately familiar—and immediately doable—I brought Kroger’s existing Kroji characters into the campaign. By designing around assets they already loved and used, I demonstrated how effortlessly this partnership could come to life, lowering barriers to adoption and making the campaign all the more enticing.
