planning & execution

Beginning with the 2022 NBA All-Star Weekend, Aramark and Rocket Mortgage Fieldhouse (RMFH) have hosted Chef Vic Searcy’s incredible Sauce The City fried chicken concept. Chef arrived with a logo, but gave me broad license to incorporate it into a compelling digital menu.

During my time on this project, we hosted several photo- and videoshoots with Chef Searcy, from which I created three iterations of a video menu (shown over two banks of three IPTV displays) and an advertisement that played on screens in the lower concourse to direct guests to the stand in the upper level.

I directed this initiative throughout, coordinating with stakeholders from all sides to test, select, and photograph new menu items, and then merge Sauce The City, Cleveland Cavaliers, and in-house Aramark branding to build out a cohesive digital presentation.

As part of their pitch to Grupo Modelo, the Cleveland Cavaliers’ corporate partnerships team approached me about developing a menu board mockup, to help visualize their potential concession stand.

I combined elements from both brands into the solution above, drawing rave reviews from all parties involved, and ultimately helped the Cavaliers secure the [value undisclosed] partnership contract.

I was given little direction here, other than “can you make something [in a few days] that’ll help us bring in their business?”

With that in mind, I sourced videos from Modelo’s social media, assembled other brand elements for the background, and compiled everything to fit across two 4K IPTV displays.

As part of a mission to both reduce wait times and expand product variety @ RMFH, Aramark began using Bartesian® cocktail machines at selected concession stands, and needed new menu signage to reflect this change.

Being one of Aramark’s in-house “brands” specific to Northeast Ohio, I had almost limitless creative license with CLE Cocktail Co. signage, and I took full advantage of that in building this display–which is at least partly responsible for the 22% additional traffic (and 31% additional revenue) at the stand over the previous year.

Full creative control, aside from, “make sure it includes the partner brands; it isn’t part of their deal, but they’ll appreciate it.”

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