Role Creative Director · Web Designer · Coder
Deliverables Customer Research · Brand Identity · Wireframes · High-fidelity Prototype · Print
Tools InDesign · Photoshop · Illustrator · Sketch
Timeframe 8 months
Agency Manji Designs LLC
LGBTQ+ customers wanted a fun, inclusive, and safe place to unwind, reminiscent of Frank’s Place’s run during the late-90s. Unfortunately, customer needs fell largely unmet due to changing city demographics and inconsistent business management. Customers grew bored of the lack of entertainment and lively attendance, causing many to leave for a competing venue that offered more.
"How can we regain the customers we’ve lost and increase beverage sales?”
Understanding customer needs and motivators began with several interviews and a marketing survey that informed customer demographics, behaviors, and desires. I also conducted a marketing audit to reveal communication gaps, which customer interviews also reflected. View the research report
Research insights summarized in customer personas helped inform business decisions, such as menu pricing and prioritizing entertainment. Overall, customers wanted to remain loyal to Frank’s Place but expected a level of effort in return — a matter of consistent, quality entertainment and service.
I created a new brand identity and voice to reinvigorate disengaged customers and establish brand recognition.
I photographed the best Frank’s Place had to offer. Showing its busy nights, softball team, food, and friendly staff helped change the perception about its vitality and cleanliness. Branding included staff uniforms, cheeky event posters, and other print marketing.
Wireframes illustrated information architecture and provided concepts for content to address communication gaps. We determined that it was essential to tell Frank’s Place’s story to play on nostalgia that was once lost.
A new responsive website became a tool to tell the bar's long-standing but lost history and reach customers using their mobile devices on the go.