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Fireaway - Fresh & Craveworthy
I led the transformation of Fireaway Pizza’s visual identity by refreshing the brand imagery used across menus, the website, and marketing materials. Every photograph and visual asset was designed to convey a modern, appetizing, and cohesive look that aligned with the updated brand direction.
This initiative not only strengthened the brand’s presence but also contributed to increased sales and received enthusiastic feedback from both customers and franchisees. The images continue to be used today, reflecting the enduring impact of a thoughtful and strategic creative approach.
CREATIVE DIRECTION, ON-SET DIRECTION, IMAGE PRODUCTION OVERSIGHT, TEAM MANAGEMENT,
JUNIOR DESIGN OVERSIGHT, FRONT-END CONTENT INTEGRATION, CROSS-FUNCTIONAL COORDINATION,
BRAND VISUAL STRATEGY
WHERE IT WAS FEATURED:
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In-store promotional materials
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Social media channels
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Fireaway app
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Fireaway website
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Online ordering platforms
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​Digital marketing campaigns
THE BRIEF
The brief called for a complete refresh of Fireaway Pizza’s visual identity, aiming to modernize the brand and create imagery that could be used consistently across menus, the website, and marketing campaigns. The goal was to produce visuals that were appetizing, on-brand, and capable of engaging both customers and franchisees while supporting broader sales and marketing objectives.
THE PHOTOSHOOT
The photoshoot played a key role in bringing the new brand direction to life. I worked closely with the marketing team to define the visual approach, then organised and coordinated the shoot to ensure every detail aligned with the updated brand world.
From planning through to execution, I oversaw the development and refinement of a scalable asset library, ensuring imagery was optimised for use across the website, app, third-party platforms, and print.
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THE WEBSITE & APP
The refreshed imagery introduced a more modern and cohesive visual direction across the Fireaway website and app, creating a smoother and more engaging customer experience. By improving consistency, product presentation, and overall visual appeal, the new assets helped customers navigate and order with greater confidence, contributing to increased engagement and stronger sales performance across Fireaway digital platforms.
THIRD PARTY AGGREGATORS
The refreshed imagery also improved Fireaway’s presence across third-party delivery platforms, creating a more consistent and visually appealing customer experience that contributed to stronger sales performance. The work received praise from senior stakeholders at Just Eat, who recognised Fireaway as having some of the strongest imagery on the platform.
Deliveroo
Uber Eats
Just Eat
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​concept, art direction, editing, project management
Fireaway - New App & Website
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creative direction, digital product design, UX/UI
