Row 34, a stand-out in the dining scene in Fort Point Channel, within the Seaport district in Boston, has become well-known in the area for their fresh, forward-thinking seafood, outstanding oysters and expansive beer, wine and cocktail menus. Their brick-and-mortar presence expands to Portsmouth, NH and Burlington, MA, with a new location in Cambridge, MA opening later this year.
The Challenge
Initially, while still finding new ways to adapt to the impact COVID-19 was having on their business, Row 34 reached out to help them brand and launch an online extension of their brick-and-mortar locations. However, amid strategic discussions, COVID numbers began to fall, and we recognized the need to adapt yet again so their brand could meet their customers where they were—ready to return to in-person dining. The best plan of action would be to develop messaging and designs that would allow them to finally tell their story.
The Approach
I began the process with a stakeholder interviews and brand questionnaires that were delivered to everyone from the owners to the chefs to the front of house staff to their corporate directors, which helped me get to understand the core of their brand and enable me to develop brand messaging and website content that addressed all aspects of their business.
The Solution
Develop a brand messaging guide that would not only inform website content but could be used for all their marketing efforts from email communication to social media marketing. I also collaborated with stakeholders to identify pieces of their story and develop new landing pages and content allowing them to talk about their business from the inside out.
By Jamie Kohn 