A full service expansion—from a seasonal luxury print publication to an integrated hospitality marketing platform combining digital campaigns, website development, and professional food photography to drive measurable growth.

Passport Media Works

Role Creative Director / Business Consultant

Focus Creative Direction, Brand Governance and Production Leadership

Client Passport Media Works

Tenure: 2014–2018

03

Publication Advertising

Scope of Work

01

Brand Strategy & Governance

02

Creative Direction

04

Environmental & Digital Signage

05

Workflow & Production Leadership

06

Cross-Functional Collaboration

01

CHALLENGE

Scaling a Unified Brand

The opportunity was to build upon the company’s established publication while creating services that could support clients across multiple platforms.

I helped transform the company’s capabilities by introducing professional food photography, website design, digital campaigns and e-commerce integrations. This created a more cohesive experience between printed offers, restaurant websites, social content and in-person dining.

02

APPROACH

Creative Direction & Execution

I directed creative development for a portfolio of more than 100 clients, including seven restaurant brands. My work extended from concept and campaign planning through photography, layout, prepress, digital production and final delivery.

Working directly with the CEO, restaurant owners and general managers, I translated business goals into seasonal promotions, customer journeys and branded marketing systems designed to increase visibility, engagement and sales.

Food & Hospitality Photography

Original food, interior and lifestyle photography created for restaurant websites, social campaigns, email marketing, digital advertising and editorial features.

I redesigned and managed restaurant websites to create a stronger, more consistent customer experience across desktop and mobile platforms.

Improvements included clearer navigation, updated imagery, online menus, promotional content and integrated e-commerce gift-card purchasing.

WEBSITE DESIGN & E-COMMERCE

I developed flexible content systems that allowed each restaurant to maintain a recognizable brand while promoting seasonal menus, events, special offers and new locations. Deliverables included social templates, photography libraries, digital advertisements and campaign graphics.

SOCIAL CONTENT & CAMPAIGN SYSTEMS

Creative Partnership That Built New Revenue

Passport Media Works needed to expand beyond its seasonal print publication but did not know how to turn that opportunity into a scalable service. I partnered with leadership and restaurant owners to package photography, digital content, email marketing, social media and website support into a $1,200 monthly add-on—creating recurring revenue for the company while giving clients agency-level creative support at a significantly lower cost.

  • 14 clients adopted the monthly creative partnership.

  • The service generated $604,800 over three years.

  • Clients saved an estimated $907,200 compared with a conservative agency benchmark.

03

OUTCOME

60k

CLIENTS SERVED

SUBSCRIBERS REACHED

100+