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Justworks x Alfred Coffee Bring Confidence to Life in LA Art Activation

Justworks celebrates confidence, growth, and delight in the entrepreneur's journey in a new campaign with Alfred Coffee, featuring artwork by LA illustrator Monica Ahanonu.

Julie Brodsky
Apr 05, 20223 minutes

Supporting small businesses and their communities is at the forefront of everything we do at Justworks. Growing a business can be complicated and at times scary. That’s why we're always focused on leveling the playing field and investing locally so that more people can have access to entrepreneurship — and have confidence along every step of their journey.

This month, we're bringing confidence to life with five murals across the city of Los Angeles in our newest marketing campaign, in partnership with Los Angeles favorite Alfred Coffee and featuring artwork by local LA illustrator Monica Ahanonu. Read on for a peek into the process of creating the campaign, and to learn more about Monica and her work.

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Fueling LA's Small Business Community

Partnering with a local small business on a collaborative community campaign was a no-brainer for Justworks, and Alfred Coffee was a great fit for our LA activation. Alfred is a fan favorite among the Justworks community and shares many of our values, like a focus on community and a customer-first mentality. For this campaign, we partnered with Alfred to create in-store murals at five of their locations throughout Los Angeles.

Justworks is committed to working with local artists from underrepresented communities across the country to give them a platform and a voice, and to tell Justworks’ story through a unique lens. For the Alfred murals, we partnered with LA illustrator Monica Ahanonu. Monica is a leader in the digital space for Black artists and has a strong presence in LA through her work with Target, Vanity Fair, and publishing three illustrated books celebrating history’s icons.

Bold Murals That Tell a Story

The experience of being a Justworks customer evokes our brand promise of confidence and delight through simplicity and expertise. Tapping into Monica's bold, captivating artistic style was the perfect way to bring this brand promise to life for the community. Monica is an expert in color theory, vector illustration, and motion design, and her artwork tells stories that raise cultural awareness.

“When Justworks first approached me to work on this campaign, I was excited to create murals that focused around a brand promise of confidence, growth, and delight — characteristics that I hold in high regard,” she said.

Monica is not just a digital illustrator, but also a storyteller. She uses her artwork to tell the stories of people from different cultures, industries, and backgrounds, making this campaign more accessible to all.

Each mural tells a different story. By incorporating multiple cultures seen throughout work and everyday life, Monica’s artwork showcases Justworks' brand promise for the small business community throughout LA. "Confidence, to me, is walking in the world as you want to be," Monica said.

Monica Ahanonu Mural - Grow your business with confidence

Monica Ahanonu Mural - The most delightful way to grow your team

We’re so excited to unveil this collaborative campaign in partnership with Alfred Coffee and Monica Ahanonu. If you’re in the LA area, make sure you stop in at one of the five Alfred locations in Robertson, Studio City, Melrose Place, and Silverlake to get a coffee and your daily dose of empowerment by experiencing Monica’s artwork in person (and maybe take a selfie and tag @justworks_hr on Instagram)!