old town pub project
(2020-present)
Old Town Pub is a staple on Wells Street in Old Town, for those who know. I started a conversation with the owners of Old Town Pub in early 2020 about capturing untapped potential and markets. The charming garden level tavern invites you in with a myriad of colored lights, sports memorabilia, flat screens, and ample character. The task with OTP was to draw in more customers, particularly Gen X and millennial regulars during the week, and encourage ordering more food. Brand awareness is a major struggle many establishments don’t consider until it’s too late. Luckily, the pub just needed a refresh and good marketing strategy!
At the time of project start, online presence was minimal and branding was confined to pixelated logos. Deciding to start from scratch, I leaned into the vibes presented by the space. Influenced by 90s fashion and design trends to evoke nostalgia for the target audience, as well as Chicago culture and local sports teams, the brand identity was created. The site was completely redone with increased functionality and the ability to order online drawing in hundreds of new orders and thus a new revenue stream.
Once the new audience was oriented with the branding, vibe and amazing location, the online presence took off! With over 2k new followers on Instagram & Facebook, the steadily trending accounts gained significant traction through reels and increased brand awareness. The addition of board games and fun new cocktails drew in the desired crowd and brought in more business for the slower weekdays! Today, OTP sits on Wells in all its unpretentious glory. Though our formal relationship ended in 2023 we still work together on projects as needed.
