A Brand Re-vamp

MOVIEPUDDING

Scope:

Creative Direction / Brand Strategy / Brand Identity / Content Strategy / Social Design

Overview: MOVIEPUDDING is a Substack-based digital publication exploring the intersection of food, film, and feeling. The project called for a refreshed visual identity and content strategy that could capture its playful, cinematic spirit and connect more deeply with readers across platforms.

I developed a new logo, typographic system, and visual style rooted in the visual language of classic food films, combining saturated photography, irreverent voice, and nostalgic references.

The new identity was applied across Substack templates, Instagram graphics, and content pillars, supported by a flexible brand guide and growth strategy. The result was a brand that felt distinct, referential, and alive, leading to a 50% increase in Substack subscribers and a 122% boost in Instagram engagement.