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Chefs Move!

Current Logo

Creative Brief

Background - Who is the client and what is their current situation?

The client is Chefs Move! Currently we have a confused brand identity - our logo is designed for donors, not for potential scholarship applicants and our marketing is designed for potential applicants.

Objective - What are you trying to accomplish?

Chefs Move! needs a logo that will communicate with potential scholarship recipients in a memorable and meaningful way. From there, the marketing pieces should work with the logo not against the logo to ensure consistent brand identity.

Target Audience - Who are your ideal customers?

Our ideal customers are racial minorities aged 18 to 30 living in the Greater New Orleans area with a passion for culinary or pastry arts and uplifting their socio-economic status through working in restaurant kitchens.

Message - What are you trying to say?

The mission of Chefs Move! is to diversify kitchen leadership by providing minority applicants the opportunity to train up and become leaders in restaurant kitchens and in their communities.

Competition - Who are your biggest competitors?

While we do not have direct competitors because we are a non-profit initiative giving out scholarships to culinary school, we do compete with the crime, violence, and lack of education that afflicts the minorities of Greater New Orleans.

Distinguishing Characteristics - What makes you unique?

Chefs Move! provides everything for scholarship recipients: tuition, housing, transportation to and from New York, supplies, books, job assistance, an internship after graduation; This is a complete package that is designed to ensure recipients’ professional success during the program and in the years to come after they have graduated.

Creative Considerations - Do you have any specific directives?

The new logo and marketing collateral should take into consideration the newly redesigned website www.chefsmove.org, but also previously used collateral that uses the theme New Orleans to New York. We want the logo to reflect our past recipients’ personalities and passion for success.

Tone or Key Words - What personality do you want to project to your audience?

Passion, Drive, Excellence, Community, Success, Resilience, Uplifting, Inspiring

New Logo: We'd like to use the New Orleans to New York circle and put the words Chefs Move! into the center. Our only concern is that the logo would not work if made smaller, for stationery or business cards...

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