Friendly's

For Friendly’s, I partnered with the brand as a creative and marketing lead, shaping the interior concept for the new Mt. Washington prototype and ensuring it reflected the brand’s nostalgic yet modern direction. I art directed a custom wall mural of lifestyle photography, overseeing every step of production, from hiring talent and securing photographer Jeff Mindell to managing wardrobe, locations, and shot lists. Beyond environmental design, I created integrated marketing campaign materials, designed menus, social media and digital ad content, art directed food photography shoots, and developed in-store activations. The result was a refreshed, cohesive brand experience that connected design, storytelling, and guest engagement.