Mimi's Cafe Taste of France

After we launched the new “neighborhood bistro inspired by France” brand positioning for Mimi’s Cafe, I led the effort to support that position by producing a series of videos that introduced consumers to the inspiration behind the seasonal menus at the French-inspired restaurant chain.

I worked with a senior writer to develop scripts, then found and hired a production company out of London. Then I spent 10 days traveling across France with a small European film crew to capture footage. On an extremely limited budget, it was just a cameraman/DP, producer, production assistant, and myself—who provided creative direction as well as handled second-unit filming. Editing was handled in-house at the agency.

The video series was featured on Mimi’s Cafe social channels and used in outbound marketing communications to its million+ member loyalty database.

Mimi’s Cafe Brand Standards Manual

A new brand position needs a new brand standards manual, so we created one for Mimi’s Cafe to help their marketing team and partners maintain consistency across channels and initiatives.

Cover of Mimi's Cafe Brand Standards Manual
Opening Spread of Mimi's Cafe Brand Standards Manual
Brand images in Mimi's Cafe Brand Standards Manual
Section Divider Mimi's Cafe Brand Standards Manual
Inside spread of Mimi's Cafe Brand Standards Manual