REIMAGINING CONTINENTAL’S CREATIVE

There was no way around it: Continental’s creative had grown stale. The eyes eat first, so for a foodservice provider this was especially critical.

After being elevated over creative, I led an audit and re-envisioning of the look, tone, and feel of the parent Continental brand and sub-brands with a fresh approach to photography, implementation of brighter, bolder palettes, introduction of versatile graphic elements, and re-framing the food as the hero it should be.

The process included the relaunch of our signature restaurants concepts, building Tao Noodle Bar — a new concept — from scratch, and overhauling promotional materials as well as environmental creative, including collateral for Continental’s full-service cafés and innovative micro-market brand Market Twenty 4 Seven.

Brand & Creative Director, Copywriter: Sean Rosenberg Designers: Anne-Marie Kim, McKenzie Shell, Lawrence Paelmo

Photographer: Derek Steele