The launch needed to communicate quickly while making an unfamiliar brand feel recognizable. Social posts had to introduce the menu and opening information, while physical graphics needed to create a visible, consistent presence around the store.

• Introduce the product range to a new local audience
• Build anticipation with a recognizable countdown series
• Make promotional offers and participation steps easy to understand
• Carry the campaign across social, print, and physical spaces
• Maintain the established brand’s energy across different formats

I used the brand’s orange palette, playful typography, product imagery, and #OGBITE messaging to connect the launch materials. Swirling backgrounds and oversized headlines gave the social creative energy, while consistent information blocks kept the date and location easy to find.

The system allowed the product and message to change from one asset to the next while keeping the campaign recognizable. Larger physical applications simplified the content around the logo and short brand messages.

The first posts needed to introduce Mr. Puffs before moving into opening announcements and promotional offers. I developed introductory creative and copy using the existing brand identity and approved assets, connecting the product story with the new Royal Oak location.

Presented together, these posts establish the starting point for the U.S. social presence: who the brand is, what it offers, and why a local audience should follow along.

Introducing the Brand & Product

• Meet Mr. Puffs: an introduction to the brand and its personality.
• What Is Mr. Puffs?: product-focused content giving new audiences context.
• One Sweet Journey: brand storytelling connecting its origins with the U.S. introduction.
• Coming Soon to Royal Oak: a local message linking the brand introduction with the upcoming location.

Selected introductory posts. Campaign design and copy adapted from Mr. Puffs’ existing identity and approved assets.

I developed strategy and creative for the Free Puffs for Life giveaway, with the team supporting entry tracking and follower verification. The window-sticker design connected the physical store with the Instagram campaign through a prominent QR code and concise participation instructions.

Social Teaser & Announcement

The social creative introduced the giveaway and made the prize the focal point. Supporting copy and calls to action guided people toward the campaign post and its participation instructions.

How to Enter

Entry messaging explained the steps to follow the account, like the giveaway post, and tag friends. Supporting creative gave those instructions a clear hierarchy while keeping the prize and brand recognizable.

From Social to Storefront

The headline established the prize, while the illustrated details and #OGBITE messaging kept the design connected to the broader launch. This application gave visitors a direct path from seeing the promotion to exploring the giveaway online.

Storefront Giveaway Poster

The larger window-poster format extended the giveaway into the storefront. A prominent prize headline leads into numbered entry instructions, a QR code, and a separate bonus-entry panel, connecting the physical display with Instagram participation.

I designed an eight-part countdown that paired opening anticipation with product discovery. Each graphic introduced a different product or combination, from Puffs and platters to milkshakes, sundaes, and hot chocolate.

Oversized numerals established the countdown immediately. Product cutouts became the focal point, supported by a consistent opening-information panel and the Royal Oak location.

Shown as a sequence, the graphics demonstrate how a campaign can stay visually connected while giving each post its own composition and product story.

Eight-part social countdown designed for the days leading up to the November 5 grand opening celebration.

Grand Opening Weekend

The grand opening celebration is scheduled for November 5. The separate November 6–8 weekend promotion offers six free Puffs to the first 50 guests each day. The giveaway graphic made that offer the main message. Product imagery drew attention to the reward, while the dates and address supported the next step.

Halloween Promotion

The Halloween creative adapted the campaign’s orange palette with seasonal details, including bats, pumpkins, and a decorated product tray. The layout prioritized the offer of six free Puffs for children in costume, followed by the Halloween timing and store information.

Both pieces balanced the brand’s playful visual language with the practical details needed to understand an offer.

Alongside the graphic campaign, short-form video brought humor, seasonal storytelling, and employee personality into the social content. These pieces gave the audience another way to connect with Mr. Puffs beyond opening announcements and promotional offers.

The selection includes a product-focused reaction, a Halloween-themed piece, and a workplace trend adapted to the store setting.

Creative Director: Jordan Mickey
Concept Development: Jordan Mickey in collaboration with the team

How Many Puffs Can You Eat?

A reaction-led video built around a simple product question: how many Puffs can someone eat in one sitting? The premise gives the product a conversational hook and invites viewers to consider their own answer.

Watch on Vimeo ↗

The Ghost Video

A seasonal short-form piece that adds a playful Halloween moment to the launch content, complementing the campaign’s seasonal promotional graphics.

Watch on Vimeo ↗

“Is It This Way or This Way?”

An employee wiping a sign asks which way to clean it. When a coworker replies, “Do whatever you want,” the employee takes the instruction literally, packs up, and walks out. The familiar workplace setup becomes a short visual joke featuring the people behind the counter.

Watch on Vimeo ↗

Feather Flags & Storefront Visibility

The feather-flag designs translated the launch into a format intended to be read at a distance. Bold orange fields, minimal copy, and prominent brand marks gave the graphics a clear role outside the store.

Now Open Yard Signs

The yard-sign designs paired oversized “Now Open” lettering with a product image and the Mr. Puffs logo. White and orange versions explored different contrast treatments while keeping the opening message immediate and easy to read.

Branded Backdrop

The backdrop concepts explored two approaches: a bold campaign composition and a repeating brand pattern. One centers the launch message and product imagery; the other creates a more consistent branded background for photographs.

Branded Barrels

The barrel concept extended the visual language onto another physical surface. Orange lids and bold logos connected the objects to the storefront graphics, while the top view introduced an additional brand message.

My role connected design execution with the coordination needed to prepare launch materials. I organized the social schedule, developed captions and calls to action, prepared creative for review, and worked through client revisions and production requirements.

From Artwork to Production Planning

I coordinated specifications, mockups, pricing, and vendor communication for print applications, including the two-sided feather flags and two 8 × 8-foot backdrop concepts. Fabrication and installation are handled by external print vendors.

Shared Creative Credit

For the featured videos, I served as creative director and developed the concepts with my team. Filming and editing involved other contributors. PR and media outreach were led by Lana, while website development and other specialist work involved the relevant client and agency partners.

My wider coordination included reviewing influencer inquiries, supporting brand ambassador discussions, and identifying website and email marketing needs. These activities supported the launch team; they are not presented as independently secured partnerships or personally developed websites.

Project Status

As of October 29, the November 5 grand opening celebration and November 6–8 promotion are upcoming. Selected materials are shown as design artwork or mockups, with final printing and installation awaiting confirmation. Giveaway fulfillment, pending video edits, email deployment, and final campaign reporting remain in progress.

• Creative and digital launch planning
• Introductory U.S. social posts and brand storytelling
• Eight countdown graphics
• Creative direction for three short-form social videos, with concepts developed collaboratively with the team
• Grand-opening-weekend giveaway creative
• Halloween promotional creative
• Free Puffs for Life social creative, giveaway strategy, window graphic, and storefront poster
• Two-sided feather-flag artwork and storefront visualization
• Two Now Open yard-sign variations
• Branded backdrop directions
• Branded barrel concept
• Social calendar, promotional copy, and giveaway coordination
• Print specifications, vendor communication, revisions, and approval tracking

A coordinated collection of launch materials connects social anticipation, promotional participation, and branded physical applications.

The work shows how I adapt an established identity across formats with different demands. Countdown posts emphasize products and timing, short-form videos introduce humor and staff personality, promotional graphics clarify the offer, and physical applications simplify the brand for larger surfaces and viewing distances.

Together, these pieces present the launch as a connected experience, with enough flexibility to support different messages while maintaining a recognizable Mr. Puffs presence.

The featured workplace-humor reel recorded approximately 8,700 views and 267 interactions across Facebook and Instagram in the October 29 snapshot. This provides an early example of audience response to the video work; broader launch results remain separate.