Michigan’s Mighty Meals
Client: Michigan Department of Education / No Kid Hungry
In summer of 2021, Weber Shandwick was brought on to help develop and launch a small digital campaign to help promote the Michigan Department of Education’s universal free meal program. We were tasked with the challenge of enticing both parents and students into enrolling in the free lunch program, knowing that school lunch isn’t always the most exciting or appetizing thing for a kid. With this challenge in mind, we decided to first rebrand school lunch, and then develop a social campaign around it.
We did this by first creating a name and designing a logo that would serve several purposes: it would represent a campaign that would call on parents to sign up for free school lunches, and it needed to feel appetizing to kids, like something you’d see on a grocery store shelf. So, in collaboration with our creative team, I developed a handful of logo designs that fell across a wide spectrum of themes and visual ideas. The client ultimately chose my design that’s featured below because it’s unmistakably about food, it felt energetic and playful, and they felt that it was welcoming to both parents and kids of all grades.
Below: A selection of some of my early logo concepts.
After designing the logo, I began to build out the brand by choosing fonts, choosing the color palette and developing the illustration style. We also created materials and branded templates that would be easy for the client to use and work with when it was time for them to take over. At last, Michigan’s Mighty Meals began to take shape.
Below: The Michigan’s Mighty Meals style guide that I developed (click the image to view the PDF).
And as the Michigan’s Mighty Meals brand began to emerge, we started developing our social content. After establishing a fun and vibrant illustration style, I collaborated with our copy and art direction team and designed a suite of static and animated social assets. Below are a few examples.
