This billboard campaign was created to sell the Tannery – not for its products, but for the genuine local proprietors and creative minds behind each store. Recognising the need to reflect the personalised nature of the Tannery experience as well as the promise of exceptional goods on offer, I created this two-part headline structure that could easily adapt to each store or venue. An overarching line ‘Exceptional Encounters’ was created to unite the campaign in a tone befitting this boutique shopping and cultural destination.