Client Work 006: Hi-Notes
Brunch & Bar Menu Content
Project Description:
an NYC coffee shop and bar space with a vibrant radio/dj program. The work centered around providing refreshed marketing materials for their social media and website, inclusive of product shots for a new menu launch as well as video assets for social. I worked with a chef/photographer (Yasmin Alishav) for the photography and gif capture, providing creative and art direction based on the needs of the establishment. Then, I devised a content plan and created bespoke social content based on the bar, cafe, and radio elements of Hi-Note.
Tags:
social media marketing materials,
art direction, creative direction
figure 001: Hi-Note avocado toast
challenge
an NYC cocktail bar wanting to launch their first food program offering to their loyal patrons, ushering in a new chapter for the establishment and a step forward into a full service experience
showcase the energy and connectivity of the space through still visuals and motion graphics
opportunity
Client Work 006: Hi-Note
Brunch & Bar Menu Content
Tags:
social media marketing materials,
art direction, creative direction
Project Description:
an NYC coffee shop and bar space with a vibrant radio/dj program. The work centered around providing refreshed marketing materials for their social media and website, inclusive of product shots for a new menu launch as well as video assets for social. I worked with a chef/photographer (Yasmin Alishav) for the photography and gif capture, providing creative and art direction based on the needs of the establishment. Then, I devised a content plan and created bespoke social content based on the bar, cafe, and radio elements of Hi-Note.
challenge
an NYC cocktail bar wanting to launch their first food program offering to their loyal patrons, ushering in a new chapter for the establishment and a step forward into a full service experience
showcase the energy and connectivity of the space through still visuals and motion graphics
opportunity
challenge
an NYC cocktail bar wanting to launch their first food program offering to their loyal patrons, ushering in a new chapter for the establishment and a step forward into a full service experience
showcase the energy and connectivity of the space through still visual and motion graphics
showcase the energy and connectivity of the space through still visual and motion graphics
opportunity
inspiration
the inspiration for this work was pulled from the vibrancy and creative power of the radio program of Hi-Note, a thriving DJ and vinyl community that created a constant “vibes”-centric environment for patrons. I wanted to take that energy and instill it for the product photography, ensuring that we captured people in the photos themselves to show the context and speak to the community of Hi-Note, as well as create a sense of motion that was indicative of the music itself.
for the social content, the inspiration was to create a well-rounded balance of promotion for the food and beverage offerings, the space itself, and the music/talent behind the spark of Hi-Note. Still a nascent brand, Hi-Note was a blank slate for fostering community through their social, so jumpstarting their social presence meant tapping into the interests of the loyal regulars while creating content that would be enjoyable to prospective visitors.
Brand Role
:
Hi-Note amplifies the sound of connection
multiple hands and bodies present in the photos give a communal and "together" feeling, emulating the sharing aspect of a bar space
figure 002: First photoshoot mood board
Pour-shots and dynamic cocktail/mocktail/beverage motion to convey movement with a dynamic feeling
Top-Down or Angled tabletop photography with settings that convey motion but also untidy and a comfortable, “in the moment” feeling, to relay a sense of liveliness and connection. Featuring multiple subjects and plates in the one asset
For Daytime assets, brightened, colorful, high exposure photography that lets the natural colors shine and bring the place to life. Featuring faces and clean aesthetics
figure 003: General photography moodboard
Playing on the ability and usage of the space to morph across time from a cafe-by-day to bar-by-night, this color palette provides a bifurcation of colors that match the sky’s hues at dawn and dusk. This palette can be utilized to organize content by “time-type”, while providing a variety of color to leverage across content
figure 004: Hi-Note color palette explore
HEX: #363D4A
HEX: #A68D4C
Primary Colors
HEX: #A68D4C
HEX: #EBA23E
HEX: #F88F25
HEX: #F37052
HEX: #363D4A
HEX: #2458D5
HEX: #7590C9
HEX: #C2AFA7
Secondary Colors - "Day" and "Night" Palettes
HEX: #066B39
Tertiary Color
the work
Photography by Yasmin Alishav
figure 005: Cancha bar snack with cocktails
figure 007: Avocado toast slice
figure 009: Brunch charcuterie board
figure 010: Seasonal red wine pour gif
figure 006: Brunch toast devour gif
figure 008: Espresso martini pour
figure 011: Bar snack sharing
figure 012: Avocado toast slice close-up