Following the success of our venue's original vegan restaurant, we secured a highly competitive spot in Leeds University Students' Union, beating established chains through innovative brand positioning and sustainable vision. This expansion required coordinating multiple teams across design, construction, operations, and marketing.
I led the creative strategy from concept to execution. The design approach maintained our DIY ethos while scaling for a mainstream audience: interiors crafted from recycled materials and building site salvage, walls showcasing our club's archive posters - serving both as decoration and strategic marketing. Local artists' work completed the space's identity, reinforcing our commitment to community engagement.
The comprehensive visual system deliberately subverted fast-food conventions while ensuring broad appeal. I directed the development of all brand touchpoints: from menu design and digital assets to environmental graphics and advertising campaigns.
High-tech displays were replaced with black print on eco-white paper, maintaining familiar layouts while challenging corporate aesthetics. Our multichannel marketing combined guerrilla tactics with traditional food imagery - juxtaposing environmental messaging and support for independent female-owned businesses, alongside appetizing product photography.
Managing this project required coordinating designers, photographers, construction teams, and marketing specialists while maintaining consistent brand vision across all elements. The successful translation of our underground ethos into a mainstream university setting, proved our team's ability to scale alternative culture without compromising its principles. The project demonstrated how strong creative direction could bridge counterculture and commercial success while maintaining authenticity.
