Client: We Love BuHi

Writer: Marian Liou

Designer: Sarah Lawrence

Back in early 2018 I pitched this idea to Marian of We Love BuHi – for me, a lot of the initial hesitation getting into Buford Highway was being so daunted by how many places there were. Where do you start? I came up with this game to distill the list of spots into the top 52 places to visit on Buford Highway, and designed cards around them.

The idea is simple: visit a place on the list, take a picture and post it on Instagram with the hashtag #buhishuffle, and we’ll send you a card from that place in the mail. I honestly wasn’t sure if people would get behind it or think it was lame.

It was really well received! As of writing, we have 700+ uses of the different hashtags, and 500+ people signed up. I’m super grateful Marian was willing to try it out and I think the game has been a ton of fun.

Our initial pitch

The Poster

A few pages of the welcome guide we send out to players

For anyone who’s wondered what this whole #buhishuffle thing is, basically @welovebuhi made a list of participating businesses on Buford Highway. When I post a picture of myself at one of the places, they mail me a corresponding playing card. The idea is to collect the whole deck, one place at a time. It’s a gamified way to do what I’ve always wanted to do: try more of the hidden gems on that wonderful stretch of road.

A post shared by @ domirillo on Aug 7, 2018 at 5:34pm PDT

Got my first set of cards from our #bufordhighwayshuffle visits! Whoop whoop! #buhishuffle #ATL #weloveatl #getyousome

A post shared by Alexandra West (@birdsandcherries) on Jul 7, 2018 at 11:56am PDT

The next stop in the #bufordhighway experience were delicious paletas at #PanPaleta! Really cute, friendly joint and delicious, refreshing paletas ???? #buhishuffle #bufordhighwayshuffle

A post shared by Emmie Lancaster (@emmie_loo) on Jun 1, 2018 at 4:09pm PDT