Client:
Front Stage Entertainment, Inc.

Industry
Food & Entertainment

Project Type
Interactive Design

Deliverables:
Logo Suite, Print Assets

A UNIQE DINING EXPERIENCE IN SOHO

DOOR 44

The process of researching historical efforts had already uncovered a 12% decline in revenue since acquiring the restaurant from the previous owner. While some flex could accounted for in customer loyalty, the company decided to revisit their marketing campaign

SOLUTION
A new, daring brand identity including a responsive logo suite, a new transit ad campaign and a tagline they will be remembered for.

THE BEGINNING

The purpose of this project is to explore branding strategies that will attract Millennials who will appreciate the experience that Door 44 is offering.

A successful strategy will attract the attention and loyalty of the Millennial audience, as it aligns Door 44 with the goals of their Mission.

INSPIRATION

Millennials rely on social media to share content with their peers, promote the things they love, and get closer to their favorite brands.

a hand sprinkling seasoning onto edamame in a black bowl

TYPOGRAPHY

COLOR

MILLENNIAL PINK
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Hex: #f1cfc6
RGB: 241 207 198
CYMK: 4 20 17 0

MANGO SORBET
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Hex #d1745b
RGB: 209 116 91
CYMK: 15 64 66 01

RICH CHOCOLATE
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Hex #2e2a27
RGB:
CYMK: 46 42 66 67

CREATIVE IMAGES

Selected images support Milennials need for a non-traditional experience that they want to participate in. Images are non-conventional and interesting. the get attention by being unexpected, without reducing the quality of the food.

two females enjoying bright colored drinks

you man and woman sharing a neon green drink

young couple enjoing a bright colored drink

two men flirting in a restaurant sharing a colorful drink

CRAFTING EXPERIENCE

“Experience Shareworthy” is an shout-out to Millennials, inviting them experience this product, and to share it because the Door 44 experience is worth sharing.

EXPERIENCE
SHAREWORTHY

95% of millennials believe their friends are the most credible source of product information.
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SOLUTION:
Encourage mobile sharing as part of the experience
HOW - Add social Icons

#goodfood

#shareworthy

#door44

#nycfun

#worth-it

#experience-dining

Millennials make up almost 60% of mobile shoppers. and are 2.5 times more likely to be influenced by social media or a mobile app.

LOGO UPDATE

Along with the other supporting assets, we also needed to update the logo. The client wanted SIMPLE, NOT DRAMA, just MODERN.

DELIVERABLES

Deliverables for this project include 2 transit ad CTA posters, a club card, and a door ticket to the Front Stage Lounge.

REFLECTION

a mock of the transit poster for Door 44

REFLECTION
What I loved most about this project was the level of teamwork involved in the entire creative process. I could not have done this job as a solo designer. I learned so much! My number one lesson was learning to ask for help when I needed a hand. There were so many times when I wanted to, and almost waited too long. Fortunately, I also learned that being part of a talented creative team is a challenge that I would gladly repeat.

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