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Project

OpenTable Diner's Choice

Disciplines

Marketing Collateral

Description

OpenTable's Diners' Choice campaign is an annual series of awards, identifying and celebrating the top performing restuarants in the company's vast network. Restaurants proudly display OpenTable badges in their windows.  This offers OpenTable free brand awareness, and gives prospective diners a sign that this restaurant is the one to pick. I designed a visual system that both rang true to OpenTable’s core brand, and stood the test of time in years of rotating campaigns.

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Applications

I worked to maintain visual consistency between the digital and physical components of the campaign to reinforce brand equity.

Competing for space and attention in the crowded windows of a restaurant required vibrant colors and large surface areas.

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Process

I chose primary brand elements like Brandon Grotesque, red, and circle motifs to instantly convey OpenTable’s presence to visually overstimulated customers.

The different types of rewards within each year's campaign prompted me to generate additional hues, a strong yellow and contrasting black, to create an easily identifiable system for both restaurants and consumers alike.

Finally, I talked with the internal sales team at our company to get a better understanding of what might entice restuarants to put up the window clings and keep them up. I discovered that year and the type of award were more important than OpenTable's logo. This informed the final hierarchy seen in the completed assets above.

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Send all project inquiries, secret family recipes, stock market tips, and new music suggestions to:

chase@chasechase.co