A schmear of creativity
As someone who spends a lot of time in Montreal, I know the importance of a great bagel, and how it can serve as a cultural ambassador. When my marketing agency had the opportunity to work with the national restaurant chain Brooklyn Water Bagel as they expanded in Florida, I was excited for the opportunity to develop their brand (and try their famous New York-style bagels).
On this account, I led the creative direction and personally designed many branding pieces including point of sale & promotional items; print, social & digital advertising; billboards; menus; restaurant posters, wall wraps and signage; direct mail postcards, brochures and coupons; and coffee cups.
I also led photo shoots; launched apps, products and holiday offerings; coordinated print production; and served as a client-facing account lead.
From Brooklyn, with love
During this time, I developed a pitch deck to refresh the restaurant’s brand and image. The intent was to streamline inconsistent branding and better capture the Brooklyn borough aesthetic while leaning less on red, white and blue Americana. The new creative aimed to capture an urban, artistic energy, while also respecting the New York deli-style dishes as recognizable institutions. The designs were clean and appealed to the restaurant’s existing customer base, while also attracting a younger audience. Imagine Jerry Seinfeld and Barbra Streisand meeting Spike Lee and Greta Gerwig for a fast casual breakfast.
