Valentine’s Day

Before Grubhub adopted new visual identity guidelines from its parent company in late 2022, each campaign had its own unique look and feel—this one included. The challenge was to create an engaging Valentine’s Day campaign that resonated with both diners and drivers, offering a memorable experience for each. To achieve this, I developed a distinctive visual identity featuring vibrant typography, bold colors, and carefully curated art direction. The design was crafted to evoke warmth, excitement, and love, enhancing the overall Valentine’s Day experience for everyone involved.

In collaboration with my design partner, I created a distinctive look and feel for the campaign, featuring custom typography, rich colors, and a bespoke in-house photoshoot.

The photoshoot was carefully directed to showcase clean, simple photography with vibrant backgrounds that complemented the color palette. Soft lighting was used to create gentle shadows, highlighting the food while occasionally incorporating takeout elements and hands interacting with the dishes to add an extra layer of engagement. Final deliverables included emails, social media posts, and in-product marketing materials.

Creative Direction: Phil Parcellano, Darren Bridges
Co-designers: Daeun Lee
Copywriter: Sarah Lawrence
Producers: Yung Savolainen,
Charlie Streit
Photography: Kelly Simos