Mary Mary Mornings:

Product Launch Campaign

I led creative direction for the launch of Mary Mary Mornings, a new morning daypart designed to expand an established bar concept into breakfast service. The objective was to shift guest perception, introduce a new revenue opportunity, and make the morning experience feel intuitive from first impression to pickup.

The creative challenge was balancing brand energy with functional clarity. Guests needed to quickly understand what was new, what to order, and how the experience worked — while still feeling the personality and warmth of the Mary Mary brand.

I directed the visual identity for the launch, including photography art direction, menu systems, wayfinding signage, digital screen displays, and product posters. Each touchpoint was designed as part of a connected guest journey, helping move customers from discovery to decision-making to purchase.

My role focused on creative strategy, launch positioning, guest experience, visual direction, and multi-channel campaign execution across physical and digital touchpoints.

Creative Director: Angelica Hoyos

Art Director/Designer: Jules Guerrero

Project Manager: Jaleesa Cooke

Brand Management: Daniel Betancourt

Photography: Victor Monasterio, 321 The Agency