CHIEF

SUCCESSFULLY LAUNCHED A UNIQUE EXPERIENCE THAT
RESONATED WITH OUR TARGET AUDIENCE. BY INTEGRATING
THOUGHTFUL AND VISUALLY APPEALING BRANDING,
SHOWCASED CHIEF’S COMMITMENT TO INCLUSIVITY.

Chicago

〰️

San Francisco

~

New York

~

Los Angeles

~

Washington, D.C.

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Chicago 〰️ San Francisco ~ New York ~ Los Angeles ~ Washington, D.C. ~

Menus on a table with wine glasses, some containing red and black wine, and dried herbs or spices in front.
Top view of a glass of amber-colored drink with ice and a twist of orange peel.

This new approach not only elevated our brand identity but also established a loyal customer base, demonstrating the powerful impact of tailored design in the competitive food industry.

SCOPE

MENU DESIGN
BRANDING COLLATERAL
PROFIT GROWTH

COLLABORATORS

MARKETING TEAM
LOCAL OPS TEAMS
DISTRIBUTORS

THE WOMEN BEHIND it

Brands For A Better Future

〰️

Brands For A Better Future 〰️

It all begins with an idea.

Introducing a groundbreaking initiative, we proudly unveiled the first-ever all-female, LGBTQ+, Black-owned, and allies menu. This unique offering showcases innovative products that often go unnoticed in the broader market, giving them the recognition they deserve. The women and allies driving this initiative have resonated deeply with our members, creating a ripple effect that enhances connections among businesses and partners. As a result, these exceptional products are now making their way into clubhouses across America, fostering community and supporting diverse voices within the industry.

Empowering
& Crafted
to Shine

Stylized text with large gold and black shapes, possibly part of a logo or graphic design.
Herencia de Altés logo with black background, gold decorative emblem, and white text.
Barnett Vineyards logo with text indicating Spring Mountain District and Napa Valley
Logo for Françoise Bedel, Proprietaire Recoltant, with elegant cursive font on a black background.
Black logo featuring a crown and shield with the text 'SINCE 1760 BORTOLOMIOL VALDOBBIADENE'.
A black cat curled up and sleeping.
Black and white drawing of a person with a beard and glasses, holding a beer mug with the words 'Beer Master' on it.
The word "Trefthen" written in cursive font on a black background.
Black over-ear headphones with a cable connection.
Lindquist Central Coast wine label with a black tree illustration.
Black and white logo with a clenched fist on the left and the words "ONE FEMME" in the center.
Veuve Clicquot logo with shield and text, indicating Reims, France.
Logo for Four Roses Bourbon featuring the brand name, a cluster of six red roses, and green leaves.
Logo for The Chai Box with gray text inside a gold-bordered square on a white background.
A silhouette of a person climbing a ladder toward the moon, with stars in the background.
A circular logo with a branch and leaf design at the top. The words "Portland Oregon" and "Freiheit" are arranged around the circle.
Silhouette of a person holding a flag with a star, conveying a patriotic or nationalistic theme.
Devils River Whiskey logo with a black background, large white and red text, and a red trident symbol above the brand name.
Packaging label for Sincere Cider featuring green leaves, apples, and abstract fruit illustrations with a happy face icon.
Text saying "WIN WIN" in bold black letters with a pink circle containing white hearts arranged in a four-leaf clover pattern.
Simple black triangle pointing to the right on a white background.
A panoramic view of a cityscape at sunset, with tall buildings and a bridge over a river.

Menu & Branding Design

THE
best in class products.

“Curating a unique experience across America, highlighting”

Empowerment through design & products.

Los Angeles

inclusivity

New York

Through a dedicated focus on female-centric branding and menu design, I successfully launched a unique experience that resonated with our target audience. By integrating thoughtful health-conscious options, and visually appealing layouts, the menu not only showcased our commitment to inclusivity but also enhanced the overall customer experience. My strategic management and expertise in large-scale distribution directly contributed to a significant profit increase. This new approach not only elevated our brand identity but also established a loyal customer base, demonstrating the powerful impact of tailored design in the competitive food industry.

San Fransisco

D.C.

Chicago

A MacBook Pro displaying a website with a green header, navigation menu, and a main section about leadership and company insights, with some percentages and statistics shown in the lower part of the screen.

Profit Growth

  • Through the integration of thoughtful branding by design and a steadfast commitment to our target audience, I successfully increased profits by 614%. This strategic approach has significantly elevated the experience for CHIEFS members, sponsors, and partner brands, fostering a more engaged community and unlocking new growth opportunities.

    chief.com

  • Through strategic collaboration between the marketing team and local operations teams, I established a well-integrated communication system with our printing partners and product representatives/distributors. This initiative allowed us to foster strong business relationships with some of America's largest suppliers, including Breakthru and RNDC, while also nurturing connections with smaller, more individualised companies. By bringing these diverse partners together, we were able to align our offerings with the ethos of The Women Behind It and CHIEF, ensuring that we provide an exceptional range of products that truly resonate with our core values in each clubhouse throughout America.

  • 614% increase to sales, 30% increase to member retention ,

    18% increase to new members

Distributors

  • Through strategic collaboration between the marketing team and local operations teams, I established a well-integrated communication system with our printing partners and product representatives/distributors. This initiative allowed us to foster strong business relationships with some of America's largest suppliers, including Breakthru and RNDC, while also nurturing connections with smaller, more individualised companies. By bringing these diverse partners together, we were able to align our offerings with the ethos of The Women Behind It and CHIEF, ensuring that we provide an exceptional range of products that truly resonate with our core values in each clubhouse throughout America.

  • Through strategic collaboration between the marketing team and local operations teams, I established a well-integrated communication system with our printing partners and product representatives/distributors. This initiative allowed us to foster strong business relationships with some of America's largest suppliers, including Breakthru and RNDC, while also nurturing connections with smaller, more individualised companies. By bringing these diverse partners together, we were able to align our offerings with the ethos of The Women Behind It and CHIEF, ensuring that we provide an exceptional range of products that truly resonate with our core values in each clubhouse throughout America.

  • Item description
Logo of ACS Beverage Co with circular text around it and stylized letters ACS in the center.
Seal of the Radio Nurses Distributing Company (RNDC) with text and circular design.
Close-up of a black metallic sign with the name 'Edward' engraved on it.
TGI Fridays Beverage Group logo with a stylized map of the United States.
Restaurant table with menus, bottles of condiments, pink flowers in vases, a wine bottle, and blurred salt and pepper shakers.
Close-up of a wooden table with menus, a small amber glass bottle with a dropper, and a glass pitcher, likely at a restaurant or café.
A cozy seating area with marble-top tables, a sofas and armchairs, decorative pillows, and a window with potted plants and books on the sill, bright natural light streaming in.