Rewriting recipes for the digital space
While working at Kraft Heinz, I was on the My Food and Family team as a creative lead. My responsibilities were implementing the brand guidelines across all platforms including photography, website, social, magazine and outside brand collaborations.
My main task was managing an in-house food photography production team and art directing the shots. Every week, we put together a small shoot focusing on 4-6 recipes. I was responsible for creating pre-production documents with a shot list, example images, and prop direction. I also selected props from the in-house prop library, or shopped for new things to make sure we were setting the right tone. With these new images, we implemented a new look and feel that was being implemented across our website and social accounts.
Client:
Kraft Heinz
Timing:
2018-2019
Role:
Art Director and Designer
Credits:
Scott Fine (Photographer), Soyoung Shin (Food Stylist and Prep), Accenture MXM (Agency Partner for some shoots)
Social Media Application
Part of the social branding was including brand colors, fonts, and overlays to imagery to have a fun look and feel for social and marketing uses. On social media channels, we created buckets for content to live, based on the analytics for what our followers wanted to see. We focuses in on our current demographics while also targeting younger users and millennial families as well.
Eye-catching movement
We focused on the bright colors we chose during the rebranding and created GIFs or recipe detail call-outs to create eye-catching social posts. Leaning in to the popularity of recipe flatlays, we did a variety of recipes showing the simplicity of the recipes, while leaning into the beauty of the ingredients.
