A decade of work in contemporary sports, music, technology, and internet culture.
Working with some of the most innovative brands and agencies in their respective fields, leveraging expertise to drive impactful, culturally resonant strategy all the way through to execution.
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12. Heinze x Morleys @ The Standard Hotel
Client: Heinze, Morleys & The Standard
Agency: Hot Sauce
Role: Creative Strategy, Programming & Tone of Voice
Date: 08/08/2023 - 03/09/2023
Location: London, UK
Project: Heinz x Morleys x The Standard Hotel – Brand Identity, Event Production, and Cultural Engagement
Clients:
- Heinz: Increase resonance with Gen Z in an authentic way
- Morleys: Expand brand appeal on a national scale
- The Standard Hotel: Drive restaurant bookings during typically slow periods
Role:
For this multifaceted project, I collaborated with Cha Cha Teng on developing the overall identity and tone of voice, designed exclusive merchandise, and programmed a dynamic event that brought the three distinct brands together in a culturally relevant experience.
Approach:
To meet the diverse goals of each client, we created an immersive event that fused elements of street culture with a lively, Gen Z-centered vibe. We designed custom red-checker tablecloths and neon signage, transforming The Standard’s restaurant space into a vibrant scene that resonated with younger audiences. The event featured performances by artists like Day 8580, Joyce Wavvy, Kenny Allstar, Shannen SP, Manara + Kemarr, with a surprise performance by Chip, attracting a guest list of influencers and tastemakers, including Amelia Dimoldenberg, Mahalia, Grace Carter, Big Banks, Jena Goldsack, Yomi Adegoke, Danny Lomas, and Gizzi Erskine.
By integrating elements of exclusivity and surprise, we created an authentic experience where guests could celebrate the iconic collaboration of Heinz and Morleys while enjoying The Standard’s unique atmosphere.
Outcome:
The event successfully met the unique objectives of each client:
- Heinz: The brand saw an influx of engagement from Gen Z, with attendees so enthusiastic that they took limited-edition Heinz sauces from the activation as collectibles.
- Morleys: Received substantial national press coverage, achieving a significant boost in brand recognition across the UK.
- The Standard Hotel: Achieved a remarkable 100% increase in restaurant bookings year over year during the event period, turning a typically slow time into one of the busiest.
This project demonstrated how aligning brand identity with curated experiences could produce substantial impact, blending authenticity with cultural relevance to connect with a broad audience.