The Challenge
Chick-fil-A needed to translate their signature hospitality and warmth for a social-first audience. The challenge was to maintain the brand’s core personality while adapting it to platforms that demand a fast-paced, highly authentic style of content. They needed a presence that felt native to the channel but remained premium and intentional.

My Role
I was brought on to concept the visual voice and content strategy for two high-priority initiatives: Chick-fil-A’s potential TikTok debut and an internal employee appreciation campaign for Facebook. I was responsible for developing creative that bridged the gap between their established brand heritage and these distinct, platform-specific environments.

Design Decisions

• TikTok Strategy: I developed a sauce shuffle game designed to stop the scroll. By turning passive viewers into active participants, I created a way to introduce the brand to a younger audience that felt like a natural interaction rather than a traditional ad.

• Facebook Campaign: For the internal employee initiative, I focused on the people behind the brand. I explored concepts that spotlighted team members in a way that felt raw and genuine, ensuring the brand’s core values of service and appreciation remained front and center.

• In both cases, I balanced Chick-fil-A’s legacy visual standards with modern social media.

The Outcome
The creative strategy was met with enthusiastic approval from the project stakeholders and is being integrated into future rollout plans. Key results include:

• Successfully demonstrated how a legacy brand can adapt its voice for diverse audiences without sacrificing its core values.

• Delivered comprehensive creative roadmaps, from interactive games to team-focused storytelling, that provide a clear path for the brand’s expansion on both TikTok and Facebook.

• Developed a visual and interactive approach that bridges the gap between traditional identity and modern social media, ensuring the brand’s digital expansion is both premium and authentic.