Whitney Donut
Social Media Campaign
Instagram/Facebook Posts
Email Newsletters
ROLE
Graphic Designer
DURATION
August - December 2024
PROJECT SCOPE
Social media and digital outreach campaign for a
local Hamden, CT company
TOOLS
Adobe Illustrator
OVERVIEW
Whitney Donut & Sandwich Shop is a beloved local destination, yet its existing digital presence is minimal, primarily focusing on utilitarian updates of daily specials. This project serves as a strategic reimagining of the brand's online persona, moving beyond basic information to create an inviting digital "storefront" that reflects the warmth of a classic breakfast experience.
OBJECTIVES
The primary objective of this design exercise was to modernize Whitney Donut’s brand image to attract a broader demographic of breakfast lovers. By utilizing trending aesthetic imagery and a cohesive color story, the campaign sought to transform a static feed into an engaging community hub that clearly communicates product value to consumers.
DELIVERABLES
Complete updated visual identity for digital platform, including six curated Instagram and Facebook posts and two custom email newsletter templates.
OUTCOME
This digital campaign successfully transitioned the Whitney Donut concept from a minimal digital presence into a modern, visually-driven brand identity. By establishing a unified "storefront" across Instagram, Facebook, and Email, the project created a professional brand cohesion that highlights the shop's offerings through engagement-ready assets. The resulting six-post series and newsletter templates serve as a blueprint for attracting a new demographic of breakfast lovers while maintaining
the clear communication of daily specials and menus that the local community relies on.
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DEFINE
Identify how existing packaging needed to evolve to match the new brand identity.
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IDEATE
Explore layout options that balanced branding, product imagery, and required copy.
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PROTOTYPE
Build full packaging layouts within the dieline using InDesign.
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TEST
Review designs with creative leadership, apply feedback, and revise until approved.
Design Execution & Process
REIMAGINING THE VISUAL PALETTE
I developed a new color story rooted in the "feeling" of breakfast.
Warm Tones: Rich coffee browns and golden-toasted bagel hues to evoke comfort.
Fresh Accents: Bright morning tones to energize the feed.
SOCIAL MEDIA STRATEGY
I designed six distinct posts that balanced promotional content with lifestyle aesthetics.
Trend-Driven Imagery: Shifted away from low-resolution menu shots to high-quality, trending photography styles designed to appeal to a younger, food-focused audience.
Visual Hierarchy: Applied clean typography to ensure daily specials were legible while maintaining a modern, professional look.
Cohesive Layouts: Used Adobe InDesign and Illustrator to ensure that while each post was unique, the "grid" remained visually harmonious.
DIGITAL OUTREACH: EMAIL TEMPLATES
A critical component of the campaign was the development of structured Email Newsletter templates. These were designed to bridge the gap between loyal regulars and new customers.
Informational Clarity: Built specific modules for daily prices and new specials, ensuring the most important information was "above the fold."
Menu Showcasing: Created dedicated sections to showcase the full daily menus in a format that is easily digestible on mobile devices.
Brand Consistency: Mirrored the social media color palette and typography to ensure a seamless transition from an Instagram click to an email signup.
Reflection
Transitioning from a structured corporate environment to a local "mom-and-pop" rebranding allowed me to apply professional design thinking to a community-focused project. This campaign demonstrated how intentional design—moving from basic utility to an aesthetic-driven identity—can breathe new life into a local institution and invite a new generation of customers through the door.