CHALLENGE
Before we even established a name, cultivare, a new salad concept, reached out to me to consult on creative strategy and marketing consulting. This concept needed branding from ideation, creative direction, web development, interior concept, marketing across multiple channels and influencer grand opening launch all during COVID-19.
BRANDING IDEATION
We kinda had a name but we had no idea on what to do with branding and style guides. Over the course of a few weeks, I worked with a team of designers to start developing logo and branding materials.
Once we developed the logo and the name, we started working on the style scape to develop a look and feel of the brand.
WEB DESIGN
I worked with our web dev on the overall design and UX of the website. We wanted something very modern and something that doesn’t screen “midwest”. We developed the website with a CMS that allowed our client to make live updates to the menu page on the website and the digital board in restaurant. We developed this to future proof any future locations and the convenience of scalability if cultivare were to franchise.
INTERIOR CONCEPT
As we were developing the digital landscape, I also directed the feel of the interior of the restaurant. I wanted it to be minimal, clean and very modern for Kansas City while still keeping that “midwest” feel. I didn’t want to push too modern as I felt the consumer base would not be ready for it.
We started off with Pinterest boards and then started to put it all together.
CONTENT PRODUCTION
Once we had everything started to piecing together, we needed to start building cultivare’s presence on the digital landscape. I managed freelance creators to develop early reels of recipe development and entree’s that were being solidified for the menu. We needed quite a bit of content to get our feet wet with starting strategy on social channels.
We were able to complete everything in a two day production that I resourced, managed and lead the direction of photography.
INFLUENCER EVENT + GRAND OPENING
Due to launching during COVID 19, we were challenged with the task of planning an intimate influencer event, A Taste of Cultivare, that were within strict guidelines. We decided to do an exclusive tasting to select influencers that aligned best with the brand. Following this event, we launched cultivare.
SOCIAL MEDIA STRATEGY + CONTENT
TKG is still doing on-going management of the social media channels. I currently still provide creative direction and resource management to continually push their brand.
EMAIL STRATEGY
Email marketing has been proven to work quite well, I design and manage the campaigns to drive CTRs and conversions through promotions and LTOs.
