DIG

DIG was a fast-casual restaurant brand with a strong product and a compelling mission — but needed to sharpen its positioning as it prepared for major growth. The brief was to align mission, vision, and product into discrete brand positions, then test them in market.

Working alongside the strategy team, I helped distill the DIG brand into clear positioning territories, then wrote all the ads and landing pages to bring those positions to life. Test results gave us real data on which framings drove awareness and conversion — and which, however authentic to the brand, didn't land with audiences.