In early 2017, as part of the creative team at Davarg Agency, I served as the Art Director for Bank Mellat’s Nowruz billboard campaign. The core creative concept focused on a playful linguistic transformation, cleverly shifting the Persian word “Now” (meaning New) to “To” (meaning For You). By intentionally manipulating the dots in the typography, the design visually emphasized this transition, symbolizing the bank’s commitment and focus on its customers for the coming year. This minimalist yet highly conceptual approach allowed us to deliver a warm, personalized greeting that resonated effectively across the urban landscape during the festive season.