A Preview of the FFT Proposal System
Food for Thought
Brand Ecosystem & Strategy
Brand Identity • Messaging • Sub-Brands • System Thinking – PROJECTS LED WHILE 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
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.
AFAR Brand Identity & Design
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
AFAR DIGITAL MARKETING, COLLATERAL, & SOCIAL PROMOTION
Once the AFAR identity was in place, we extended the brand across digital and print to support business development and outreach. We created promotional flyers, web content, and social storytelling that highlighted the AFAR experience with polish and personality. Every touchpoint reflected the high-end hospitality promise of the sub-brand, while staying aligned with the larger FFT ecosystem.
Brand Storytelling in Web Design
Brand Identity Application
Sales Enablement Collateral
AFAR Focused Instagram Posts
Overview of the FFT Branded
Proposal Template Design System
FFT Branded Event & Catering Proposal System Design
This proposal system blends thoughtful layout with rich brand expression. From logo variations to custom iconography and a warm, editorial aesthetic, we explored a wide range of design treatments to bring FFT’s identity to life. Each piece was built with modularity in mind to flex across event types—whether a wedding tasting or corporate celebration. Visuals show the system in action, from detailed timelines to showcase-style category pages that highlight FFT’s full breadth of offerings. It’s polished and elevated, yet entirely practical, designed to feel personal and persuasive at every stage of the sales experience.
Brand Foundation + Company Overview
Category Pages Overview
The Custom Dedicated Consultant Overview
Proposal Design Explorations
Marketing Designed Event Materials
Highlight Detail Pages from the FFT Proposal System
Designed for Detail and Built to Flex
Every page in the proposal system was thoughtfully designed to balance clarity and visual appeal. Whether it was a multi-course menu, service timeline, or guest notes, each layout had to communicate critical information without overwhelming the reader. We used elegant typography, consistent visual hierarchy, and modular layouts that could scale up or down depending on the event. Every element had a job to do, and the design supported that work while still feeling premium and on-brand.
FFT Careers Social Branding
FFT Careers Social & Collab Posts
Showcasing Recruitment Collateral + Team Culture Moments for FFT Careers
In parallel, we managed FFT Career’s social presence across Instagram and LinkedIn to support recruiting and culture. Events designed for staff were naturally promoted across channels to reinforce the brand as a place people want to join. We built a strong content pipeline by working closely with culinary team members, creating cross-account collabs that spotlighted their creativity while expanding our reach. These partnerships weren’t just strategic—they were authentic, tapping into voices already active in the space and bringing more visibility to life inside FFT.
FFT Careers & Recruitment Collateral
Our goal wasn’t just to fill roles. We wanted people to see what it feels like to build a career here.
Instead of leading with traditional flyers or job posts, we leaned into storytelling. We captured real moments with real team members to show the energy, pride, and camaraderie across our kitchens, cafes, and events. Every image worked to highlight the passion behind the craft and the spirit of a team that supports each other and cares deeply about what they do.
The message was simple. FFT is a place where you can grow your skills, build your future, and be part of something meaningful.
FFT University Events & Marketing
FFT University was designed for the team, but the impact reached far beyond the room. These hands-on workshops were open only to employees, promoted internally to spark participation and create connection. After each session, we shared the story externally through social, capturing the energy, collaboration, and unexpected moments that made each event special.
The content was rich because it was real. Different walks of life, different roles across the company, all coming together to learn something new. Whether it was a grazing board class or a floral workshop, it always brought people closer and showed the heart of FFT’s culture in action.
Holiday Grazing Board Workshop
This hands-on class brought together chefs and team members for a little wine, a lot of fun, and some serious charcuterie skills. The event was promoted internally with signage and digital invites, and the energy carried over to social where we showcased the action through Instagram and LinkedIn.
Led by our in-house culinary experts, each participant built their own unique spread while learning chef-level presentation tips. The vibe was collaborative, a little scrappy, and entirely joyful—reminding everyone that personal growth can be creative, hands-on, and delicious. This was more than a class, it was an experience that celebrated learning, connection, and a shared love of good food.
Internal Signage + Digital Promotion
Instagram Social Post
Linkedin Social Post
Valentine’s Workshop
This double-header event offered two hands-on creative experiences: a floral arrangement class and a chocolate bon bon workshop. Hosted at MAE District and open to all FFT employees, it brought together team members from across departments to connect, create, and have fun.
The event was a chance to build culture through shared experience. Social recaps highlighted the team spirit, diverse perspectives, and creative energy on display. Whether arranging bouquets or handcrafting sweets, the vibe was warm, welcoming, and entirely FFT—showing how a workplace can also be a place for self-expression, learning, and real connection.
Internal Signage + Digital Promotion
Instagram Social Post
Linkedin Social Post
Promoting Culture and Credibility Through Social
We leveraged LinkedIn and Instagram to promote FFT University not just as a benefit for employees, but as a powerful brand awareness tool. These posts gave us the chance to show how seriously we take learning, collaboration, and culture across all levels of the company.
By highlighting our internal events and hands-on workshops, we created engaging content that resonated with both potential recruits and clients. These moments helped tell the broader FFT story—one built on curiosity, creativity, and people who genuinely love what they do.
Internal Signage + Digital Promotion
Instagram Social Post
Linkedin Social Post
Marketing Workplace Solutions for the Modern Office
As FFT expanded its Workplace Solutions offering, we set out to create a digital-first marketing system that could flex across business units while staying rooted in one cohesive brand voice. From tailored collateral to platform-specific content, we built a scalable foundation that made it easy to speak to a variety of corporate audiences—without losing sight of what made FFT distinct. The result was a brand expression that felt confident, modern, and strategically aligned with the future of work.
Workspace Solutions Web Page
Workspace Linkedin Social Post
Instagram Social Post
Workspace Linkedin Social Post
Sales Collateral, Designed for Precision
This branded collateral series was developed to support FFT’s sales and business development teams with purpose-built tools. While the layouts followed a unified design system, each piece was fine-tuned in tone, imagery, and content based on who it was meant to reach. Across seven unique formats, these assets helped teams start smarter conversations, follow up with relevance, and reinforce FFT’s value in competitive environments.
Workspace Solutions Digital Marketing Collateral
Workspace Marketing Email
Bringing the Brand to Life Across Every Touchpoint
From social storytelling to sales-driven collateral, this body of work showcases how strategy, systems, and smart creative come together to move a brand forward. Each piece was built to flex for the moment while reinforcing FFT’s voice, values, and vision—whether the goal was to convert, educate, or inspire.