One System.
Every Market.
The goal of the Dining Guide campaign was to help local news readers cut through the overwhelming fatigue of restaurant choices by providing a curated, visually clean, and easy-to-digest guide.
I was responsible for creating the foundational design system, then scaling and adapting the entire campaign across markets like Nashville and Indianapolis.
The brief: Develop and scale an adaptable Dining Guide campaign system that could be deployed across multiple local news markets to drive engagement and highlight curated local content.
The system was engineered to elevate high-quality photography, making the food and experience the central focus. I established a clean, adaptable layout system that could seamlessly integrate different photo crops, text lengths, and local branding elements while maintaining a consistent user experience across web, app, and email.
Email campaign adapted across IndyStar and The Tennessean, maintaining a unified visual language with distinct local branding
I ensured the visual system was functional and compelling across all critical reader touchpoints, designing assets for social media promotion, high-visibility app placements, and targeted email marketing campaigns. Consistency across these channels was key to reinforcing the value of the local guide.
By creating a robust initial system, the campaign was efficiently scaled across multiple diverse markets, demonstrating the ability to create long-lasting, repeatable design frameworks for large-scale corporate content initiatives.
