01 — Project details
This project included a photoshoot to attain publishable media, a content strategy discussion and a Social Media re-brand.
02 — Creative process
Researching
Freda's is a new and emerging restaurant in the heart of Ballarat. Research was a fundamental part of ensuring proper direction for their digital media.
Planning
This shoot was all about telling the narrative. The photos needed to describe the feeling you get when walking into a family-owned business. Planning the type of shots and how they would enhance the social media pages was crucial part of the process.
Executing
Executing the campaign meant many photos, hours of editing and working with the client to choose the right images for their brand. The photos would accompany copy that describes the restaurants history and meaning.
Reporting
No marketing project’s done without measuring and reporting the performance, so I ended with checking the numbers.
03 - Photoshoot
A classic bar shot was included to set the seen for the restaurant. They pride themselves on their carefully selected drinks menu.
An image like this is easily transferable to other media platforms. It can be used as a fill in image and a background image.
Freda's wanted to establish themselves as a quality dining experience. Using the warm lighting and hues from the restaurant I was able to capture the emotion in their space.
Telling the story of a brand through photography is the easiest way to emotionally connect with an audience.
Venue shots are an essential addition to social media feeds. Giving the audience a face to the name allows them to connect to the brand.
Food shots is where conversion rates flourish with restaurant strategy. Once the customer is aware of your brand getting them to consider it really just comes down to making them feel hungry. An Instagram feed full of red wine and steak usually does the trick!
These three images were used in the Ballarat Living Magazine.
Social Media Mockups
With plans to update their Social Media Freda's wanted to design page mockups so we could visualise the re-brand.
Aligning to the brands tone of voice was our main goal in achieving an Instagram page that felt like a community.
All images were taken with a cohesive Instagram feed design in mind. We wanted the page to look like Freda's. Aligning to the brand style guide and their values is an important part of feed curation.
We used bold copy, keywords and layered images to retain the eye of the audience and keep them interested in what we are offering.
Clear, concise and informative copy is what stands between consideration and conversion. Here we kept it simple.
We gave the opening hours, alluded to something 'new and special' on the menu and reminded the reader of the extensive drink list. Finishing the copy with a line that feels friendly and upbeat, making the reader feel as though they are being spoken too, not at.
