Serving engagement through local food fights.
This playful visual system captures the spirit of bracketology and friendly hometown competition. Through conceptual illustration grounded in brand standards, we invite subscribers to join dining brackets hosted by publications in Columbus, Detroit and Des Moines.
ISOMETRIC PEDESTAL VARIATION
Illustration exploration
Tenderloin Studies
Chicken King Refinement
early Tenderloin studies, chicken wing character / composition development
Onsite. 4 Pop-ups & 2 mobile versions.
Indy Star, detroit Free Press, Indy Star & Detroit News
Indy Star, detroit Free Press, Indy Star & Detroit News
Native app publication ads, Concept 1 & 2
FPO Logo. full screen takeover.
FPO Logo. full screen takeover.
Social. 2 concepts, Post & Story
(above) Columbus Dispatch
(below) detroit Free Press, Indy Star, Detroit News
(below) detroit Free Press, Indy Star, Detroit News
GANNETT CO.
Brand & Marketing
Creative Studio
Brand & Marketing
Creative Studio
Creative Director: Jen Stone
Art Director: Carlos Herrera
Designer: Pia Wuerfel
Copywriter: Meredith MacMillan
Regional Marketing Director: Jared Sabado
Art Director: Carlos Herrera
Designer: Pia Wuerfel
Copywriter: Meredith MacMillan
Regional Marketing Director: Jared Sabado
pwuerfel Designs for Gannett co. Localized for Columbus, Detroit, Des moines, and JOA DETROIT.
PERSONAL NOTE: What a blast from brainstorm to delivery! It was so much fun exploring this concept. Never thought I'd be charmed by a flat graphic Chicken Wing, or that I'd push the boundaries of food art minimalism until my vector Tenderloin Sandwich gave pale hotdog. I learned a lot about unifying systems and scaling strategies across assets while prepping for motion. Shout out to Carlos for the guidance and Jen for keeping me brand-compliant!