Background + Role
TTGI Fridays is a casual dining chain specializing in American cuisine that was rapidly expanding its international footprint.
To support franchisees through each stage of a new restaurant launch, I developed the marketing materials for the three-stage campaign spanning pre-opening awareness, exclusive preview events, and post-opening promotion. The goal was to build anticipation, drive guest traffic, and establish a strong local presence for each new location.
Challenge
Throughout this campaign, the company was undergoing a rebranding process, with brand guidelines still evolving. The key challenge was to strike a balance between preserving familiar visual elements that resonated with guests and gradually evolving the creative direction to align with the brand’s emerging identity.
Creative strategy
To bridge the existing identity with the evolving brand strategy, I established a scalable visual system centered on “That Fridays Feeling” by curating photographs that emphasized food, celebrations, and social connection. I strategically used the brackets and bold rectangles to create a consistent visual hierarchy, highlight key messaging, and improve adaptability across campaign touchpoints.
These repeatable design elements created a scalable system across campaign touchpoints, preserving brand recognition while shifting the visual direction from retro and whimsical to modern and bold.
Coming soon
Pre-opening
Now open
