Dorsia
social media strategy
july 2022
To launch a partnership with Major Food Group, Dorsia spotlighted the A-lister Italian restaurant Carbone, which moved the needle for the brand. Capitalizing on the momentum, I was tasked with infusing motion into restaurant photography. Cue the bespoke animations that bridged the restaurant's intrigue with the Dorsia brand's dynamism. These creations introduced a design DNA that set Dorsia apart from other dining platforms.
Next, Dorsia's video arm embarked on interviewing chefs with the Proust questionnaire. I was entrusted with creating introductory title slides aligned with the campaign's artistic vision and ensuring brand consistency. These slides were playful introductions to the chefs' Q&A sessions, adding a touch of whimsy to the content.
Next, Dorsia's video arm embarked on interviewing chefs with the Proust questionnaire. I was entrusted with creating introductory title slides aligned with the campaign's artistic vision and ensuring brand consistency. These slides were playful introductions to the chefs' Q&A sessions, adding a touch of whimsy to the content.
Miami Market launch
july 2022
Dorsia's expansion to Miami presented an exciting opportunity to capture the vibrant essence of the city while showcasing five distinct restaurants from Major Food Group and Groot Hospitality: Carbone, Boia De, Hiyakawa, KYU, and Gekko.
At the intersection of architecture, signage, and the local flora, the animation encapsulated the spirit of each establishment and the city itself. Inspired by the iconic Miami Blues, the swaying palm trees, and the allure of the mid-century jazz age, I drew from Miami's rich cultural tapestry, including classic cars and neon lights adorning restaurant fronts, to unite the identities of the five restaurants within a dynamic triangle.
I introduced a midnight blue to tailor Dorsia’s presence in the new market. This distinct background was a visual cue across various marketing channels, including email communications and social media content.
At the intersection of architecture, signage, and the local flora, the animation encapsulated the spirit of each establishment and the city itself. Inspired by the iconic Miami Blues, the swaying palm trees, and the allure of the mid-century jazz age, I drew from Miami's rich cultural tapestry, including classic cars and neon lights adorning restaurant fronts, to unite the identities of the five restaurants within a dynamic triangle.
I introduced a midnight blue to tailor Dorsia’s presence in the new market. This distinct background was a visual cue across various marketing channels, including email communications and social media content.
the weekend edit
august 2022
Dorsia sought to revolutionize its marketing approach by introducing an editorial-style newsletter, elevating the user experience of its bookable app platform. Departing from traditional marketing emails, The Weekend Edit served as a secret door to the best reservations in town, with a header design reminiscent of an arched gateway and a body that takes cues from a well-designed menu.
Los Angeles Market Launch
DECEMBER 2022
A teaser collection that announced Dorsia's move to Los Angeles. Colored by the city’s amber sunsets and set against the Hollywood sign, the single-line animation continues the motif of the Dorsia door as a portal to upscale dining out West. The new terracotta background was applied to email communications and social media assets to reinforce the shift to a new market.
