Creative Director, Brand & Marketing (Freelance)

Build a bold, modern Vietnamese restaurant brand from the ground up—one that could thrive through the challenges of the pandemic, resonate with local communities, and expand into a second concept café. The creative strategy needed to drive awareness, build customer loyalty, and translate across every brand touchpoint—physical and digital.

As Creative Director, I led the end-to-end brand strategy and execution across both locations—from market research and omni-channel creative, to visual identity and interior concepts. I collaborated directly with the owners to establish a scalable brand system that could support rapid growth, build customer connection, and adapt across dine-in, take-out, and digital experiences.

I art directed and produced all creative deliverables, including:

• Brand identity and visual system

• Packaging and in-store design

• Dine-in and take-out menus

• Interior murals and signage

• Web design and SEO (SquareSpace)

• Art direction and production for food photography and videography

• Social media video ads and geo-targeted marketing strategy

• Copywriting, UX, digital content, and promotional campaigns

I blended vibrant food storytelling with a modern, clean visual identity to differentiate PhoEver in a saturated local market. Leveraging customer insights and competitor research, I built a design system that felt fresh, inviting, and reflective of the owners’ passion for high-quality Vietnamese cuisine.

Working closely with photographers and videographers, I art directed the food photography and video content to be both authentic and appetizing—resulting in collateral that stood out in print, in-store, and online.