Inventing a Brand
Please note: The following writing samples were created and submitted as class assignments submitted for a grade at the University of Pittsburgh in 2017. This is a non-existent brand I created with the help of my 2 awesome classmates. “Full of It” is the product of one of my dream restaurant ideas, and my team members loved the idea so much we took it and ran. The goal of the assignment was to build a unique brand from scratch. Over the course of many weeks we created print and digital marketing assets to paint a picture of the fake company’s value propositions and brand voice. The final assignment for this extended project was a formal pitch presentation where our professor and peers judged our work. Please enjoy some of the noteworthy products of this assignment that’s still very close to my heart.
Full of It: A Pittsburgh-based Restaurant
Homemade American comfort food in gigantic proportions.
We lovingly elevate regional classics from across the country and make them HUGE. We serve sharable portion sizes with a whole lot of personality. However, our claim-to-fame is our family style portions for when you have a starving crowd to feed.
Many people have great ideas, but it takes a solid brand, core story and value propositions to make a million-dollar idea come to life. What follows is the brand my team and I created for a class as outlined by our social media/website. As the "Executive Director" of this company, I designed the menu and promotional items, developed our social media presence, and led our team's presentation to our "shareholders" (aka our classmates and professor). Read on, but not on an empty stomach!
Print Materials
Menu
As the Executive Director of the Full of It team, I was in charge of the menu and products sold. My one regret in this project is actually cooking up some of these dishes...yum!
Social Media
I was also in charge of our social media pages and strategy as Executive Director of Full of It.
Facebook and Instagram were crucial to the fabrication of this brand. Facebook acts as a method for which our company can connect with the community: our primary mission. Using this social media platform we are able to post events, promote special prices, provide quick and easy customer service, and maintain strong partnerships with partnering organizations. Instagram also allows us to connect with others in these ways. However, Instagram is idiosyncratic in the amount of active food blog accounts- crucial partners in spreading the hype about our products!
Fun Fact: We had two inquiries from actual companies in the area directly contact us via Facebook because they wanted to do business with us! It was awkward explaining to them this was just a class project, but spoke for our convincing our page was!
Website
My two teammates on the “Full of It” team were tasked with building the website and writing press materials. However, all of us shared the task of copywriting. Keep scrolling to see some branded swag I dreamt up!
About
Community Involvement
Reservations/Events
Store
Like the swag I designed for the restaurant? Sorry, it's not for sale. However, if you're looking for a new business idea, contact me so we can get "Full of It" off the drawing board.