I was brought on to concept the visual voice for Chick-fil-A’s potential TikTok debut. The challenge was taking the brand’s signature hospitality, humor, and warmth and making it work on a platform that’s usually pretty chaotic. I wanted to make sure the transition felt native to the channel but still felt premium and intentional.

KEY ACHIEVEMENTS

• Interactive Social Strategy
  I developed a pause and play sauce shuffle game designed to stop the scroll and turn passive viewers into active participants. This was a way to introduce the brand to a younger audience through a quick game that felt like a natural fit for TikTok rather than a traditional ad.

• Authentic Brand Storytelling
  I focused on the people behind the brand, exploring ways to spotlight team members that felt authentic. Real employees with real heart. It was an exercise in making sure Chick-fil-A’s core values of appreciation and service stayed front and center, even on a content-heavy social channel.

• Platform-Specific Visual Identity
  In both projects, I made sure legacy brand standards came through in the demands of social content. By balancing Chick-fil-A’s established visual language with a more modern execution, I helped define what a credible and recognizable presence could look like for the brand’s conceptual debut.