OpenTable Diner's Choice
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.
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.
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.
Netflix - Abstract S2 Key ArtArt Direction
Joe Coffee Company - Brand Identity & PackagingArt Direction, Packaging Design, Brand Design
Netflix - Abstract S2 Times Square BillboardArt Direction
Brightcove - Brand Refresh CampaignArt Direction, Design
Tropical Watch - Brand Identity & WebsiteWeb Design, Brand Identity
The Joshua Tree House - Brand IdentityBrand Identity
Palo Alto Networks - Prisma Launch CampaignArt Direction
OpenTable - Consumer Email RedesignEmail Marketing
The Assembly - Brand IdentityBrand Identity
Cold Water Vinyl ReleaseAlbum Art
OpenTable - Arepas & AgaveEvent Branding
OpenTable - Diners' ChoiceBrand Identity