First Watch: The Daytime Cafe
ROLE: CREATIVE LEAD & VISUAL DESIGN | AGENCY: VERT
As the Creative Lead for First Watch I’ve had the pleasure of watching them grow their digital presence from our first pitch to where it is now. In the beginning we were only working with them on a website redesign, organic social media and a few paid media campaigns. Fast forward to now, we do all of that plus have architected and designed an app, run hundreds of campaigns, took over their email and CRM platforms, and do photoshoots for custom content creation.
Organic Social Media
When we first landed First Watch their feed relied heavily on user generated content and had a limited range of photography. Utilizing quarterly photoshoots plus designed advanced assets we have created a feed that showcases the personality of First Watch while still letting their food be the star. In addition to a revamp of their feed we have also shifted to creating more designed stories that “edutain” the First Watch audience, keeping them engaged and keeping First Watch top of mind for breakfast, brunch or lunch.
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Creative Lead: Daniel Murphy
Designers: Cece Bailey & Mallory Keeler
Copywriters: Angie Jordan, Leah Curl, & Hayden Wilson
Paid Media
The first few campaigns we ran for First Watch were pretty basic supporting their new restaurant openings around the country. As we impressed them with our creative prowess and ability to drive results we expanded into more national campaigns supporting their Sun Eclub, OLO, app download, and so much more. From our humble beginnings of running only static images on Facebook we now create everything from animated Instagram stories to responsive HTML5 banner ads.
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Creative Lead: Daniel Murphy
Designers: Cece Bailey & Mallory Keeler
Copywriters: Angie Jordan & Leah Curl
Photography & Art Direction
People love food photography, and when you’re running a social channel that posts at least once a day, 7-days a week, 365 days a year it’s easy to run low or have to continually reuse the same assets. To combat this we set up quarterly social-focused photoshoots to capture fresh, exciting content to fill our feed. We also started to create and capture more art directed images and videos that helped to redefine and elevate the First Watch digital look and feel.
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Creative Lead & Photographer: Daniel Murphy
First Watch Website Redesign
The breakfast, brunch and lunch restaurant known for their quality ingredients and mouthwatering dishes now has a website to match. Featuring a completely custom single-page menu experience that allows users to browse and then click through to deeper descriptions, nutrition information and photos—all without the need to refresh and stall the page. Since the redesign we have doubled site traffic year over year, had a decrease in bounce rate of 1.6%, and an increase of 48% in eClub signups.
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Creative Lead & Visual Design: Daniel Murphy
IA/UX: Jason Lehmkuhle & Matt Griffin
First Watch App Redesign
The old First Watch app was almost useless (except for the little known feature of getting in line before you arrived to the restaurant). With this redesign we wanted to create an app that wouldn’t just be a waste of memory on your phone. While retaining the get in line feature, we also integrated browsing the menu and ordering on the app (for dine in, pickup or delivery), and the ability to save your favorite restaurant locations and orders. We created an aesthetically pleasing app with a simple user experience that our audience would easily be able to navigate.
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Creative Lead & Visual Design: Daniel Murphy
IA/UX: Jason Lehmkuhle, Matt Griffin, &
Justin Daumbach
Copywriters: Leah Curl & Will Looney
Email & CRM
In taking over the First Watch emails we were able to create emails that not only looked better, but were more accessible, mobile responsive, sent out more regularly, and able to segment by audiences in their CRM database.
View some of my favorite emails here.
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Creative Lead & Designer: Daniel Murphy
Copywriter: Anasha Stevens