Service
Creative Strategy, Concept Design, Digital + Print Advertising
Client
NAYA
Year
2024
Scope of Work
NAYA needed a campaign that would not only announce the opening of its new location in Grand Central Station but also resonate with the diverse and fast-paced audience passing through one of New York’s busiest transit hubs. As the lead on this project, I developed the campaign's creative direction, visually crafted a travel-themed identity, and oversaw the production of various assets, including digital advertisements, a kiosk ad, email designs, an e-blast feature, and a postcard. The aim was to position NAYA as a convenient yet enriching stop for commuters and travelers seeking fresh, Middle Eastern-inspired flavors on the go. My role involved crafting the campaign strategy and visual direction and designing the supporting materials for the marketing efforts, cohesively highlighting NAYA’s culinary journey and making each meal feel like an adventure that goes beyond typical fast-casual dining.
Identifying the Problem
The primary challenge was establishing a unique creative direction for the campaign promoting this specific NAYA location, while also remaining on-brand with NAYA's visual identity. With the rise in demand for quick, nutritious meals, NAYA needed a strategic approach to stand out amidst the bustling choices within the terminal. The campaign had to appeal to both hurried commuters seeking convenience and those open to exploring bold, international flavors. Additionally, the design needed to tie NAYA’s brand identity to the travel-centric environment of Grand Central Station, ensuring customers felt an invitation to savor a “flavorful journey” within their everyday routine.
Designing Solutions
Drawing from the travel concept outlined in the marketing deck, I crafted a campaign that leveraged transit-themed visuals and messaging to create an immersive experience that was playful and clever for the specific context the assets would be distributed in. Using motifs like ticket stubs, train schedules, and vintage travel posters, the design evokes the sense of embarking on a journey, aligning perfectly with the station’s ambiance. I incorporated vibrant ingredient imagery to emphasize NAYA’s Mediterranean flavors and fresh ingredients, making the brand visually appetizing across all assets. Each piece — from the digital ads to the kiosk displays — reinforced the concept of NAYA as a "culinary departure" from the daily grind. This approach invited people to view NAYA as a brief escape and a convenient, high-quality meal choice along their travel route.
The Outcome
The campaign successfully established NAYA as a standout destination within Grand Central Station, drawing substantial attention to its opening day and beyond. The “half off bowls & rolls” promotion attracted a strong influx of first-time customers, creating an immediate customer base that translated to regular visits and enhanced brand recognition among commuters. The cohesive, travel-themed visuals and messaging resonated with the audience, generating buzz and excitement for the opening. NAYA’s Grand Central launch positioned the brand as a reliable yet flavorful choice in a competitive food landscape, leading to increased app downloads and higher foot traffic in the new location. The strategic use of travel-centric design motifs and messaging created a memorable experience that elevated NAYA’s brand perception within the fast-casual dining sector.
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