Tasty Brands Featured Video
Sharing Tasty Brands’ new offerings and visual identity with the K-12 foodservice community.
Team
Lorraine Hanrahan - Marketing Manager, Stephanie Kane - Brand Manager, Marketing, Emily Moore - VP of Marketing & Product Development
Role
Writer, Motion Designer
Timeline
6/2023 - 7/2023
Project Summary
Tasty Brands is a K-12 foodservice company supplying school districts across the United States. As of July 2023, the company had just undergone a rebrand, but all of their social media platforms still reflected the old branding. One area in particular that needed a refresh was Tasty Brands’ YouTube channel. When a user clicked on the company’s channel, the featured video that appeared was from several years ago.
Tasty Brands’ old featured video
The video:
Featured Tasty Brands’ old branding and logo
Showcased many products that the company no longer carried
Promoted only Tasty Brands’ Twitter (now X) account
Used a dark, bland color palette – not representative of the branding and company culture
I implemented Tasty Brands’ new branding into an updated featured video, representative of the company’s current culture and its variety of offerings.
Target Audience
Foodservice professionals
School nutrition staff members
Private label manufacturers
Goals
Increase visibility of the company on social media
Implement new branding throughout Tasty Brands’ public identity
Design Process
First, I met with the marketing department to determine the most important information to include in the video. Once I had a detailed list, I used ChatGPT to develop two potential video scripts as an outline. Using the notes from marketing along with the two AI-generated scripts, I was able to write one cohesive script for the featured video.
Conversation with marketing, research notes, ChatGPT-generated scripts, Written script using all resources
Then, I created the storyboard. I cut up small pieces of paper and sketched out what I wanted each frame to look like, and attached little notes of what I wanted each frame to say. I met with marketing once again to get the green light on the storyboard, and then I was off to designing.
I created an animatic of the storyboard to help set up my After Effects file, and then designed the video frame-by-frame. I used Illustrator and Photoshop to create illustrations and other photo collages, and brought them into After Effects to put the whole video together. The most important part of this process was collaborating with the marketing department, going back and forth between video iterations until we ended up with the final product.
The final video:
Rollout & Results
After the video was competed, we posted it on YouTube and designated it as the company’s featured video. We also posted the long-form version on Facebook and LinkedIn, as those pages are more company-focused.
The video received overwhelmingly positive results, with the YouTube channel gaining more traction than it ever had before. The social media posts received many likes, shares, and reposts as well.
Creating this video was such a valuable experience as I was able to rebrand one element of a company’s presence from start to finish. I used the entirety of my design skill set to solve a business problem, and I feel confident in my skills to continue doing so as I move forward in my career.