la Madeleine
A taste of France isn’t so far away at la Madeleine, a French bakery chain with locations across Texas and the surrounding states. Since 2021, I’ve had the opportunity to work as an art director bringing their marketing visions to life; from signage and print collateral to emails and social media. Some of my favorite work catered below consists of projects where my illustration skills were allowed to flourish.
France Isn’t So Far Away
For this animated T.V. spot, I served as the Art Director and created simple illustrations of people and objects interacting with la Madeleine's food as if they were coming to life off the page. I provided all illustrations and storyboards, after which the spot was animated by a 3rd party studio.
Holiday Postcards
These direct-mail postcard designs were designed to play into the travel association customers have with France and french food. Winter themed illustrations were created that incorporated limited time seasonal menu offerings to drive excitement about the delicious desserts coming to the stores, and to invite patrons to come experience the délicieux treats themselves.
Promotional Products
The French Market is an area inside la Madeleine cafés that sell jarred versions of popular menu staples as well as merchandise for fans of the brand to buy. This mug, bowl, bandana, t-shirt and sticker set were created to spark joie in customers who may want to take a bit of their favorite restaurant home with them. With so many iconic french motifs to pull from, these illustrations are full of cheeky personality, hon hon hon.
Social Media Refresh
Social media was an area of the brand that la Madeleine wanted to put a heavy focus on, refreshing the creative to be more eye-catching and stand out in-feed. While I certainly was tasked with handing many social campaigns that leaned heavily into portraying beautiful food photography, the posts I am most proud of are the ones where I was able to tell a story using illustration. Some projects called for a clean vector style, others called for a more traditional pencil and paper aesthetic. No matter what style was needed, I was able to tap into my artistic roots and created dynamic pieces to compliment our campaigns.
la Madeleine Kids
A subset of the brand, in 2021 la Madeleine Kids was in dire need of an update. Much of the core customer base for the cafés was families with young children, and so we sought to create in-store collateral as well as a social media presence that was welcoming to moms and kids alike. I designed a system of illustrations that could be utilized across menus, signage and any digital footprint needed. Animations brought to life by Kevin Forister.
la Madeleine Rebrand
Sometimes in life, you just need to shake things up. la Madeleine is a brand with an established presence in Texas and the surrounding states, and has a rich history with its community. However, after many years of stagnant creative, my team was tasked with concepting a refreshed look-and-feel that would elevate and enrich the brand tone. Seen here are three concept directions executed by me, as well as some creative pieces designed by myself as well as other members of the team after a direction was chosen.