Be Bold
White Castle, a venerable brand with a century-long legacy, boasted strong brand recognition and a fiercely loyal customer base rooted in history. Yet, the imperative to attract millennials was crucial for business expansion. Steering the team, I spearheaded the conceptualization of a fresh brand strategy and the visualization of a campaign poised to broaden their customer base and redefine their market position.
The Book of Bold Moves for the Brand
We crafted comprehensive brand guidelines and curated a Bold Moves booklet, designed to ignite enthusiasm among White Castle managers and partners for the Bold Move campaign.
Get Bold Everywhere
Bold Move demanded omnipresence. Through the development of a dynamic and replicable visual style, the brand rediscovered its distinctive essence, ensuring it could shine across all platforms with excitement and coherence.
Bold Design Complimented with Beautiful Photography
In pursuit of cohesion, I embarked on a quest to curate imagery that harmonized with the new style. My aim was clear: to source bold, minimalist, and vibrant food visuals that encapsulated the essence of the White Castle experience.
Find Your Bold Side Experience
Introducing our Cognitive Personality Analyzer, designed to unveil your Bold Side personality. Users are seamlessly matched with a score and offered tailored product recommendations to inspire trial.