This project was completed as part of my BA in Graphic Design and Media Arts, with a concentration in Web Design curriculum. It demonstrates my ability to meet specific project briefs, adhere to deadlines, and apply design theory to simulated or real-world client scenarios.

Overview: Margheritas Brick Oven Social Media Campaign

The objective of this project was to take a fragmented social media presence for Margherita’s Brick Oven and unify it into a cohesive, professional brand. By identifying inconsistencies across multiple store locations, I developed a standardized visual language and platform-specific content strategy designed to foster brand recognition and customer trust.

Phase 1: Brand Audit & Correction

I began by conducting a comprehensive audit of the brand’s existing digital touchpoints, identifying critical areas where the identity was diluted:

• Standardizing the Logo: I replaced disjointed, location-specific variations with a unified logo system to ensure the brand remained identifiable whether a customer was in Oakland or Washington.

• Imagery Overhaul: I transitioned the brand away from pixelated, disproportionate banners to high-quality, sharp photography. This ensured the "brick oven" artisan quality was reflected in the visual assets.

• Color & Type Harmony: I refined the palette of earthy browns, greens, and warm reds to prevent clashing and established a typography hierarchy using Agenda Bold for impact and Agenda Regular for legibility.

Phase 2: Platform-Specific Optimization

Understanding that every social platform has unique user behaviors and technical constraints, I tailored assets for YouTube, Twitter (X), Facebook, and Instagram:

• Responsive Layouts: I adjusted banner compositions to account for platform overlays. For example, I utilized a horizontal ribbon for YouTube but shifted to a vertical orientation for Twitter to ensure promo codes remained visible behind profile pictures.

• UX "Buffer Zones": I implemented strict buffer zones in my designs to prevent essential text or CTAs from being obscured by UI elements like Instagram’s profile icons or Facebook’s interaction buttons.

• White Panel Strategy: To ensure social media icons and fine print remained legible against busy "hero" images of pizza, I incorporated subtle white panels for high-contrast readability.

Phase 3: Engagement-Driven Content

I moved beyond static branding to create interactive content tailored to the audience of each specific channel:

• Community Interaction (Facebook): Designed a "Salmon on Pizza: Yes or No?" poll. This light-hearted debate was specifically crafted to spark comments and boost community engagement on a platform ideal for discussion.

• Visual Storytelling (Instagram): Created high-energy stories featuring a "$2 Off" discount code. This strategy targeted younger generations and families, using Thirsty Rough script for "flair" to encourage foot traffic on slower business days.

Project Outcome

This case study demonstrates my ability to act as a Brand Guardian. By combining technical preflight skills (managing dimensions and resolution) with strategic marketing (platform-specific polls and discounts), I transformed a fragmented business identity into a polished, unified, and engagement-ready digital brand.