Signature visual representing the AFAR brand and guest experience
AFAR Brand +
Marketing System
Brand Architecture • Messaging Systems • Visual Identity • Luxury Experience Design
Built at Food for Thought: an integrated system aligning brand, messaging, and design identity.
AFAR is Food for Thought’s elevated hospitality brand, designed for clients in smaller or emerging markets who want white-glove service without flying to a major city. AFAR brings the full experience to you—culinary excellence, seamless service, and mobile production capabilities tailored to any location.
I led the creative and marketing strategy for AFAR’s launch, including naming, messaging, identity design, brochures, digital assets, and outbound campaigns. The goal was to create a brand that felt sophisticated yet approachable, with a voice that resonated across client touchpoints.
Every element, from modular brochures to web and email, was built to flex with the business while staying rooted in one cohesive brand system. The result is a hospitality brand that delivers top-tier experiences wherever clients are, without compromise.
TL;DR
Luxury hospitality branding with full-scale marketing strategy and execution. AFAR was built from the ground up to connect with high-net-worth clients through refined design, a modular identity system, and a launch campaign spanning web, print, email, and social. A full brand ecosystem with legs..
MY ROLE
Creative Direction, Brand Strategy, Messaging, Visual Identity, Art Direction, Email Strategy, UX Direction, Launch Campaign
PEOPLE
2x Visual Designers
1x Marketing Director
1x Web Developer
AFAR Logo Redesign
Final identity system showcasing the evolution from old to new logo design.
AFAR Visual Identity Evolution
A multi-round exploration and refinement process to define AFAR’s new visual direction.
AFAR Logo Exploration
Early-stage logo concepts developed during brand discovery and naming alignment.
AFAR Brand in Application
Premium print application of final AFAR logo system and identity styling.
AFAR Brand in Application
Branded packaging, signage, and collateral used across client events and service experiences.
AFAR Digital Marketing, Collateral & Social Promotion
When we launched the AFAR brand, I built out the full marketing toolkit — from sales collateral and web design to branded stationery and digital storytelling. The goal was simple: create a consistent, elevated experience at every touchpoint. The result gave the business development team the tools to sell with confidence while presenting AFAR as a polished, trusted partner.
Brand Storytelling in Web Design
I designed and directed AFAR’s website to bring the brand to life online — blending photography, messaging, and an illustrative map to showcase the scale and range of its events.
Brand Identity Application
We carried the AFAR identity into stationery and presentation tools, keeping the look and feel consistent at every touchpoint and strengthening the brand’s credibility.
Sales Enablement Collateral
We created print and digital pieces that helped the sales team show AFAR’s reach and services in a clear, compelling way — making it easier for them to connect with prospective clients.
AFAR in the Social Spotlight
While LinkedIn remains a classic B2B channel, it’s also full of consumers who care about premium experiences. For AFAR, we use this platform to speak directly to the corporate and higher education event space where consistency, logistics, and professionalism matter as much as creativity. The Racine wedding post leaned into that, highlighting reach, reliability, and service that scales with ease.
Instagram, on the other hand, is built for visual punch. There, we showcased the same event through a more emotional, design-driven lens and tapping into the wow factor with lush grazing boards, countryside views, and curated presentation. The first post told the story in the moment, the other repurposed it as a year-end brand flex. Both worked to build awareness for AFAR as a destination-worthy experience.
LinkedIn Post:
Elevated Hospitality, Delivered Anywhere
Instagram Post:
Countryside Wedding Execution
Showcased AFAR’s ability to bring chef-driven excellence and flawless logistics to a Racine, WI wedding. Messaging highlighted personalized service, culinary detail, and seamless event execution no matter the location.
Instagram Post:
Recap Highlight – 12 Days of FFT
Repurposed the Racine wedding as part of FFT’s year-end campaign, spotlighting AFAR’s farthest-traveled event of 2024. Positioned AFAR as a trusted partner for nationwide events, emphasizing scale, reach, and consistency across distances.
Photography captured for social, digital, and sales use—positioning AFAR as a destination-worthy hospitality brand through curated visual storytelling.
Bringing a Premium Brand to Life Across Channels
From identity and storytelling to launch campaigns and client-facing tools, every element of AFAR was designed to elevate, adapt, and resonate. The work shows how a thoughtful brand system can flex with the business while delivering a consistent, high-end experience across every touchpoint.