2025 // Chick-fil-A, Inc.
Creative Direction, Project Management, Design Production
Project Management
Creative Strategy
Logo Design
Motion Graphics
Print Design
Video Production
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For new Chick-fil-A Operators and corporate Staff, Chick-fil-A’s heritage and the values of S. Truett Cathy are an essential component of understanding the Chick-fil-A brand. In fact, Chick-fil-A has a full-time team dedicated to liaising with the Cathy family and maintaining and upholding this culture across all global Restaurants and corporate Staff.
The Vision & Values Tour is a guided trip with current members of the Cathy family around the locations that built this culture. After lukewarm reviews of the initial experience, the Chick-fil-A Culture Team wanted to rethink their creative strategy.
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Insert new interactive opportunities along the tour
More closely align the Vision & Values Tour’s visual brand with the Chick-fil-A parent brand and other Operator and Staff onboarding programming
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Embrace Truett’s red Coca-Cola wagon — a symbol of S. Truett Cathy’s driving entrepreneurial spirit — as the experience’s logo mark.
Develop motion graphics and refreshed video content for tour bus screens, orientation session.
Launch an interactive mobile web app (StoryMaps) that provides additional visuals, videos, and info beyond the in-person tour.
Creative Strategy
Vision & Values seeks to immerse Staff and Operators in Chick-fil-A’s history,
the relationships we’ve built in the community, and the vision for the company’s future.
Truett reminded us that Care (for people, communities, and the planet) is what makes Chick-fil-A a great company.
Our Global Impact, then, should be more than a few bullets on a slide.
Experience Logo
Two design directions were considered, one connected to existing learning materials (which were mostly corporate Staff-focused), and one aligned to the larger Chick-fil-A parent brand.
We determined this latter option would better serve our two audiences (Staff, and also Restaurant Operators would have been less familiar with the former’s mostly digital, Staff-facing visual system).
Mobile Web App
Participants are encouraged to scan QR codes like this one along the tour, aligning the in-person stops with archival images, behind-the-scenes content, and special video messages from Chick-fil-A leadership.
Participants receive their note card and pen during orientation and carry them along the experience, where they are challenged to log sources of inspiration, new connections with fellow Operators or Staff, and potential new opportunities where they might share their interests and talents with the business or the world around us.
Truett’s Care Card
Inspired by Truett’s attention and care for the needs of others (which he would keep track of on index cards in his jacket pocket), we integrated messaging from Chick-fil-A’s Global Impact team around Truett’s vision to have a positive influence on the world around us.
