CASE STUDY: Multi-Year Brand Partnership and Business Development

For over five years, I have served as the primary creative partner for an established catering company, guiding their brand evolution through three complete website redesigns and comprehensive business development initiatives. This ongoing relationship has allowed me to deeply understand their operational challenges and growth trajectory, adapting creative strategy as the company expanded capabilities and refined market positioning. Working closely with changing leadership—multiple directors of operations, partners, the sales director, the CEO and CFO, and two different executive chefs—I have maintained brand consistency while evolving visual identity to support strategic business goals. My involvement extends beyond traditional design services to include operational consulting: developing event design standards, advising on office space optimization, and creating packaging solutions. I developed comprehensive brand guidelines with an additional designer and have created sub-brand identities for various company initiatives. The website has undergone systematic evolution—from initial structural redesign focused on sustainability messaging and conversion optimization, to subsequent iterations that reflect expanded service offerings and market sophistication.

purslane.com

 

    • Long-term brand stewardship — Maintaining visual consistency while adapting to business evolution over five years

    • Multi-stakeholder relationship management — Working effectively with changing leadership across operations, sales, culinary, and executive teams

    • Operational design integration — Extending creative strategy into physical spaces, packaging, and event execution

    • Content strategy and optimization — Continuously refining site architecture and messaging based on sales performance data

    • Comprehensive brand system development — Creating scalable guidelines that support both primary brand and sub-brand initiatives

    • Cross-platform consistency — Coordinating digital presence, print collateral, packaging, and environmental design

    • Food service industry expertise — Understanding unique positioning challenges and seasonal business cycles

  • Brand Strategy and Creative Direction: Carmen McLeod
    Additional Brand Guidelines Design: David Robinson
    Purslane Leadership Team