Brand Strategy & Identity
Good looks, great taste, and a story worth telling.
Roti had a presence problem. Dozens of locations across Illinois, DC, and New York carried inconsistent signals about who the brand was, what Mediterranean food meant, and how to order. The message varied by market. The experience varied by location. I led the repositioning effort from brief through delivery, covering store experience, ordering systems, messaging, branding, photography, packaging, and the website. Strategic recommendations from the process produced measurable increases in dinner service at suburban locations.
I led the project end to end: wrote all messaging, developed design briefs, sourced a photographer, managed the client relationship, contracts, and billing across the full nine-month engagement.
