WCFS

As an in-house graphic designer for a restaurant fund I was responsible for creating various forms of content for multiple fast casual brands. The following are the two best examples

Dirty Bird | Nashville Hot Chicken
Because this was the company's fastest growing restaurant, we were under a lot of pressure to launch an ad campaign to hire staff and create digital and printed promotional content for openings. Also changes to our menu ran further than pricing. Recipes and ingredient sourcing were changed and improved so we had to start from scratch by organizing multiple product and lifestyle photoshoots, creating easy to follow recipe cards for fast paced line cooks, engaging training manuals, digital and physical menus, website updates, and marketing efforts to highlight the changes. As a result we saw a 25% increase in overall physical expansion and an increase in customer retention through our promotion of the loyalty program. Our Instagram account got verified (before the paid option) and saw a significant increase in follows and engagement.

Kokonut Island Grill | Hawaiian BBQ
A complete brand overhaul was needed since this was an acquisition came from a DIY Mom & Pop shop. I took lead on this project since I was the resident Hawaiian. Having been born and raised in the islands I knew the exact tone that needed to be present in this brand's identity. That tone was one of Mālama, which means to take care. As a Utah based company we also wanted to create a feeling of escape and vacation. This wasn't represented in our competitor's brands and is how we stood tall against them. This project allowed me to dig into my roots and utilize Polynesian elements that brought a sense of authenticity; tribal patterns, Hawaiian language, vintage assets (postage from Samoa and Hawai'i that we used in the merchandising), etc. Feedback on our rebrand and marketing efforts ran overwhelmingly positive especially from the dense local Polynesian community and translated to record breaking sales for our stores.