Brand Design | Service Design
Design, photography, and production for ALL-PURPOSE — an IRL pop-up experience in Portland, Oregon.
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ALL-PURPOSE
In addition to my role as co-founder, I served as the creative director of this project. I created the brand identity, managed all social media, led creative production for our events and limited-run merchandise, and was responsible for all outreach, collaborations, partnerships, and communications with local small businesses and mutual aid organizations.
All design and photography presented in this case study is by me unless otherwise noted.
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Molly Hodson (👋) - Creative Director
David Oberstein - Pastry Chef
Doug Kuhse - Operations Manager
Jesus DeLara - Executive Chef -
Photoshop 🖼
Film Photography 📸
Thank you to Ethan Goldblatt for our logo design (pictured below), Grant Phillips for merch design, Lisa Neal + Toby Witte for additional photography, and Tiana DeLara for consulting on and supporting this project from the very beginning. Special thanks to Dana Frank of Bar Norman, Victor Martinez of Ardor Natural Wines, and Joe, Noah, Garrett and co. of Wellspent Market.
Natural wine, food, and friends.
ALL-PURPOSE was conceived after an impromptu dinner party I hosted with my friends David Oberstein, Doug Kuhse, and Jesus DeLara in November of 2018. As we crowded around my tiny dining room table, enjoying Jesus’ homemade flour tortillas, David’s home-baked cookies, and a few bottles of natural wine, we marveled over how magical it felt to bring our friends, acquaintances, and even a few strangers together to connect with each other over a truly memorable meal. Over the course of two years, we grew from a roving lo-fi dining experiment to a sold-out summer supper club series and eventually established a monthly pop-up produced in collaboration with our friends at Real Good Food.
When the COVID-19 pandemic shuttered in-person dining in March of 2020, we pivoted to a safe, contactless delivery model and continued to provide our customers with the food and wine selections they had come to know and love from us week after week. In May of 2020, following the death of George Floyd, we pivoted again to fundraise for local Black-led organizations, including Don’t Shoot PDX and the Black Food Sovereignty Collective.
Social Assets
Social posts I designed to promote the contactless food and wine delivery service that we offered to our customers during the height of the Covid-19 lockdown.
Instagram story slides I designed that outline the menu and ordering instructions for our contactless delivery service.
A photograph I took at the first of our ticketed supper club events.
In addition to creating graphics for our social channels, I photographed all of our events on 35mm film and posted the images to our Instagram account. I wanted to create a feed that felt both thoughtful and compelling, in order to create excitement and intrigue about our events when new users landed on our profile. I posted photos in rows of three that either felt aesthetically cohesive or interacted visually in an interesting way, and occasionally created graphics that spanned across the grid.
Print Assets
Menu design for a ticketed outdoor dining series, along with the tablescape that Doug and I created for the event.
Two-color risograph menus that I designed and printed for ALL-GOOD, our monthly pop-up at Wellspent Market. These menus doubled as order tickets for the kitchen, deli-style. This was a really fun and effective way to run food service for our ala carte pop-ups, which were more casual than our ticketed dinners.
Summer dinner series menu design, along with the table setting for the meal.
A wine list that I hand-lettered for the bar at an ALL-GOOD event. We offered wines by the glass alongside our ala carte food menu offerings at these pop-ups, as a more accessible alternative to our seated dinners.