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VIDEO DIRECTION

PRODUCT + EXPERIENCE DESIGN

VIDEO DIRECTION

PRODUCT + EXPERIENCE DESIGN

VIDEO DIRECTION

PRODUCT + EXPERIENCE DESIGN

City Line Cafe Environmental Marketing Desig

Café Visual Systems &
Catering Campaigns

Brand Application • Campaign Design • Menu Systems • Feedback Loops – PROJECTS LED AT FOOD FOR THOUGHT

TL;DR

Creative-led brand systems built for scale, consistency, and real-world traction. From high-end hospitality to B2B services and recruiting, this work unified FFT’s verticals through smart design, storytelling, and a strong social presence across Instagram and TikTok. We built it, ran it, and grew it.

MY ROLE

Creative Direction, Brand Strategy, Messaging, UX Direction, Visual Identity, Art Direction, System Design, Email Strategy

PEOPLE

2x Visual Designers
1x Marketing Director
1x Web Developer

OLD COPY From a modular proposal system to recruiting collateral and a new high-end sub-brand, this work created the connective tissue that holds FFT’s multi-vertical business together. I led the design of a modular brand system that could stretch from a brochure to a website, while keeping each asset rooted in a shared identity and voice.

That included launching AFAR, a premium sub-brand targeting luxury catering clients; creating a proposal design system that aligned with FFT’s sales tiers; building an internal brand for FFT Careers + University to support growth; launching a web and email presence for Workspace Solutions; designing brand-level promotional emails to keep communication consistent; and leading the creative for social content across Instagram and LinkedIn, from in-house campaigns to managing a social agency for broader reach.

Together, these systems bring structure, clarity, and confidence to the FFT brand, both internally and externally. Everything built here lives as part of a larger ecosystem that scales with the company and flexes across touchpoints without breaking brand.

The Hub at United O’Hare

Café Openings & Brands Experience: United Airlines

OLD. FFT opened three locations at United in 2024. is Food for Thought’s elevated hospitality experience—created for high-net-worth clients in emerging markets who want a white-glove event without flying to a major city to get it. This brand needed to signal luxury, while still feeling accessible, service-forward, and deeply personal.

From naming and messaging to brochure, website, and identity system, we crafted a brand that travels well. The look is warm and editorial, the voice is confident and understated, and the vibe reflects curated, top-tier service. Everything from logo marks to photography style was designed to resonate with clients seeking more than just a caterer—they want a hospitality partner that can deliver unforgettable experiences, no matter the location.

Servery Branding

United Guardian Cafe Signage

The Hub Marketing Materials Visual System

The Hub Website: Featuring Access to Menus, Specials, and Online Ordering

Menu Design and Marketing

Promotional Partnerships: United’s Fantasy Flight

View this post on Instagram

A post shared by Food For Thought (@fftchicago)

View this post on Instagram

A post shared by Food For Thought (@fftchicago)

AFAR Focused Instagram Posts

Café Openings & Brand Experience

OLD AFAR is Food for Thought’s elevated hospitality experience—created for high-net-worth clients in emerging markets who want a white-glove event without flying to a major city to get it. This brand needed to signal luxury, while still feeling accessible, service-forward, and deeply personal.

From naming and messaging to brochure, website, and identity system, we crafted a brand that travels well. The look is warm and editorial, the voice is confident and understated, and the vibe reflects curated, top-tier service. Everything from logo marks to photography style was designed to resonate with clients seeking more than just a caterer—they want a hospitality partner that can deliver unforgettable experiences, no matter the location.

AFAR Logo Exploration

AFAR Logo Redesign

AFAR Visual Identity Evolution

AFAR Brand in Application

AFAR Brand in Application

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LARRY KOSS
Creative Director | Brand Strategy for Hospitality, Lifestyle, and Experience-Driven Brands