The messaging lacked personality, the visuals needed a refresh..
When we partnered with Chili's, their CRM felt repetitive and easy to tune out. The messaging lacked personality, the visuals needed a refresh, and the experience wasn't keeping pace with the brand. Our goal was to bring it all back to life while aligning it with Chili's new brand guidelines and CRM best practices.
CHALLENGE
CREDITS: Quinton McMillan: Sr. Design, Art Direction
Creative Direction: Stephanie Hartzband / Art Direction: Kelsey Grupp / Executive Creative Direction: Jason McCann
SOLUTION
A full Chili’s audit..
We started by auditing Chili's CRM to understand what was landing, what wasn't, and where we could tell better stories. From there, we built a flexible library of mobile-first email modules that made it easy to create fresh, on-brand content for every type of message.
CHILI’S DESIGN SYSTEM
The Chili’s CRM component library consists of UI design elements, including buttons, headers, content modules, image containers, fonts, footers, and more.
CHILI’S PHOTOSHOOT
In the summer of 2024..
In June 2024, we headed to Texas for a full-scale Chili's production, capturing fresh food and
lifestyle photography alongside a dedicated motion team. With two photographers shooting simultaneously, we kept the production moving efficiently while building a versatile library
of assets for future campaigns.
I’m also pretty skilled at casting shadows..
A snapshot of our team doing what we do best.
A CRM focus..
We equipped a video village with three smartphones so every shot could be reviewed in the same mobile viewport as our CRM experience, ensuring content was optimized from the start.
