Service
Creative Strategy, Concept Design, Digital + Print Advertising
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.