My top priority at Mary’s Pizza Shack was to reenergize the brand, refresh the creative and plan an exciting internal and external launch. I directed the RFP process, hired a new advertising agency and led the brand redesign, resulting in new brand principles and positioning. To begin the process, we reviewed the SWOT analysis, consumer insights and research to develop a brand anatomy. With these insights, we reviewed brand architecture to come up with a strategy to play on Mary’s timeless originality and spirit. A deep dive research gave us insight on:

•  Target profiles and insights
• Vision, mission and promise
• Brand personality and experience
• Differentiation and benefits

The new logo and branding launched June 2022, with public relations, social media, online ads, video and other ad support. This updated look to the brand evokes a retro fresh color palette and design, a modern take on the Mary’s Pizza Shack from 1959, emphasizing the rich family traditions, while bringing back Mary’s charismatic personality.  Mary’s Pizza Shack