USA Today Network: Dining Guide campaign
CLIENT:
USA Today Network, Part of Gannett

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.

DELIVERABLES:
Cross-Channel Social Assets · App Placements · Email Campaign Assets · Photo-Forward Design System.
OVERVIEW:
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.
Designing for Photo-Forward Flexibility
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.
Optimized for All Reader Touchpoints
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.
Scaling the Guide System
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.
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