To position the company in a way that would connect it with a more interested audience while working within the constraints of a well-defined brand, I shifted their content to incorporate more playful elements that showcased beautiful, stylized food. My role spanned strategy, copywriting, and content creation.
When I took control of their socials, California Pizza Kitchen was one of many well-established brands facing an engagement slump.
For CPK, I built the strategy and, in many cases, executed content creation. Here are a handful of assets I saw from start to finish: concept, design, copy, and posting.
In addition to strategy and design, I worked closely with our in-house creative team to develop a range of brand assets. My background in content creation helped me bridge the gap between client needs and creative execution, translating clear briefs and providing thoughtful, actionable direction.
Results & Learnings
Contributed visual and strategic ideas still in use by the brand’s in-house team
Strengthened collaboration between strategy and design through clear creative briefs
Gained firsthand experience navigating creative work within a legacy brand’s tight constraints