Grassy Bar Co. Vdp Project
I completed a rebrand of Grassy Bar Oyster Company that refreshed its visual identity while keeping its coastal, small-batch character. As part of the project, I created three postcards tailored to the eco-conscious diner, the casual diner, and the wholesale buyer, each built with variable data printing through XMPie. The postcards include dynamic text and image elements that shift based on audience rules, allowing each segment to receive a personalized design and message driven by the same template.
The slide below breaks down the dynamic content in the postcard.
In addition to the postcards, I designed an Oyster Punch Card to help nurture an ongoing relationship between consumers and the company by encouraging repeat engagement.
The key slides in this project walk through the full marketing process for Grassy Bar Oyster Company, beginning with our four primary goals that guided every design and strategy decision. They outline the personas we developed to understand the eco-conscious diner, casual diner, and wholesale buyer, showing how each audience segment shaped our messaging. The slides also highlight the data collection and audience insights that made it possible to build customized direct-mail and digital campaigns, including variable data postcards and targeted outreach across platforms.
Limited Edition Book Design
Personal Branding Project