Woodrow’s BBQ - Brand Development and Content Marketing

Brand IdentityUXDigital MarketingCreative Direction

Mar 19

Brand Identity / Visual Design / Website Design/ Digital Marketing

Woodrow’s BBQ is a charming local restaurant selling USDA prime beef, smoked meats, delicious sandwiches, and sides.

My goal was to create a quality and cohesive brand experience for Woodrow’s across their website and social media accounts. Then craft marketing material to showcase the warmth, comfort, and mouthwatering food the small business had to offer.

Roles

Creative Director, Social Media Photographer, Digital Marketing Specialist

Marketing Campaign Photographer: Cristina Calderón

Tasks

Brand identity design, graphic design, photography, website redesign, social media strategy, social media management

The challenge

Establish a cohesive brand identity for Woodrow’s BBQ while redesigning the brand’s Squarespace website and refreshing its digital marketing presence.

Solutions

I created a brand and social media guide for Woodrow’s, creating a Milanote board for easy collaboration and content management. The established brand guidelines created ease when crafting cohesive marketing material.

Building Woodrow’s collaborative brand kit in Milanote

Visual Content Solutions

After organizing a photoshoot with photographer Cristina Calderón, highlighting the warm, cozy, and delicious Woodrow’s experience, I used the new content to update Woodrow’s marketing materials.

Squarespace Website Refresh

Before: Home Page

After: Home Page

Social Media Feed

I took new photos capturing the food, community, and atmosphere of Woodrow’s. My goal with Woodrow’s social media was to reduce the use of colors not associated with the brand while creating a cohesive color palette using red, brown, and orange tones. I then focused on elevating the quality of the photos and crafting text posts with increased readability and visual consistency.

Before

After

Testimonials

I managed Woodrow’s Google My Business and Yelp accounts to collect and engage with community reviews as well as track analytics and trends. The reviews were used across marketing channels to generate new leads.