[ Posted: Oct 17, 2012 ]
Several months ago, Mona Daly was commissioned by Safeway to create a series of in-store signage using her signature silhouette style. Since then, she has created over eight store banners, beacons, end caps, and posters, which will rotate seasonally. In fact, she's working on new store signage for the Holidays as we speak!
Mona was asked to create several images depicting health, wellness, and family life, as well as cultural seasons, such as "back to school" and "fall football." Safeway encouraged her to show dimension by using multiple tones of a single color. They also asked her to keep details limited and to maintain a sense of brightness and vibrancy within every image. As you can see, Mona executed these challenges perfectly!
In the blue banner, Mona illustrated health and wellness within a group of multigenerational people in various outdoor activities. She left room for text in the middle of the image, which Safeway filled with "Stay healthy and live well." By transitioning from a large foreground figure to smaller background figures and from darker to lighter tones, Mona was able to capture a strong sense of depth. The final 7x25 foot poster (right) now hangs proudly in Safeway stores around the country!
In the red banner below, Mona illustrated a family using life's essential products in the home. As her thinking and images developed (see sketches below), she rearranged the figures, added detail and context.
Overall, Mona's collaboration with Safeway has been a great success! Safeway has been very pleased with the illustrations and continues to give Mona new assignments. As for Mona, she is thrilled to have had the opportunity to take her silhouettes to the next level!