Project Overview
Discover Persia by the Sea
An integrated brand experience and digital campaign proposal that connects Persian cultural storytelling, Brighton's coastal setting, and a journey from discovery to visit.
My contribution
Campaign concepts, creative direction, visual identity, information design, data visualisation, digital-experience direction and campaign assets.
Project type
Freelance team project
for a stakeholder-led expansion proposal.
Deliverables
Campaign system, OOH, website direction, social content, loyalty and experiential concepts.
Campaign horizon
Proposed 18-month integrated marketing plan.
The opportunity
From hidden quality to a visible brand experience
The proposal identified a visibility and discoverability gap. The opportunity was not to change Shiraz's product, but to make its existing strengths easier to find, understand and remember before a potential diner reached the restaurant.
I framed the challenge as a connected brand-experience problem: how might Shiraz express its food, cultural heritage, coastal setting and hospitality consistently across the customer journey, from first discovery to booking, visit, advocacy and repeat engagement?
4.9
Customer rating referenced in the proposal
748
Reviews referenced in the proposal
No. 1
TripAdvisor ranking in Hove cited in the proposal
Audience insight
Designing for curiosity before commitment
The campaign focused on culturally curious diners and visitors who seek authentic, memorable food experiences but may be unfamiliar with Persian cuisine or uncertain about what to expect.
Their journey often begins with search, social content, reviews or local recommendations, then moves through practical questions: What is this restaurant? What makes it distinctive? What will the experience feel like? Can I trust it? Is it easy to book? I used this tension to shape a campaign that combines cultural storytelling with clear, confidence-building information.
01
Discover something distinctive
A coastal Persian campaign platform creates an immediate, recognisable reason to pay attention.
02
Understand an unfamiliar cuisine
Food stories, ingredient narratives and cultural cues make the experience feel accessible before the visit.
03
Feel confident before booking
Reviews, menu and dietary information, location cues and clear booking access reduce decision friction.
04
Extend the experience
Loyalty, cultural discovery and social-sharing concepts keep the relationship active after a single meal.
The Big Idea
"Discover Persia by the Sea" positions Shiraz as a coastal cultural destination, not simply a place to eat.
A visual bridge between heritage and place
I developed the campaign platform to connect Persian hospitality, food storytelling and cultural detail with Brighton's seafront character.
The creative direction combines Persian decorative language, contemporary editorial design, food-led imagery and a coastal visual palette. It was designed to feel warm, refined and culturally grounded, avoiding generic "ethnic restaurant" imagery in favour of specific details of ingredients, ritual, craft and place.
Visual identity
Building a campaign system, not a one-off visual
I created a flexible campaign identity designed to work across high-impact advertising, digital content, physical collateral and presentation materials.
The system combines a teal coastal palette, Persian ornamental pattern language, food-focused imagery and a wave-and-cloche motif. Together, these elements connect the restaurant's cultural heritage to Brighton's seaside context while giving the campaign a recognisable visual signature.
Colour palette
Coastal teal and warm food-led accents create a contemporary, sensory visual tone.
Pattern language
Persian ornamental geometry provides a flexible system for backgrounds, frames and physical or digital moments.
Stories worth tasting.
Visual motif
The wave-and-cloche device connects sea, hospitality and discovery in one campaign symbol.
⌇◡⌇
Image direction
Ingredient detail, shared dining, Persian craft and Brighton's coastal atmosphere make the story tangible.
Taste the journey.
Campaign rollout
One idea, expressed across every touchpoint
The campaign was designed as a connected system rather than a set of isolated assets. Each channel supports awareness, discovery, booking confidence, on-site experience or advocacy.
Social storytelling
I developed content directions that make Persian food and hospitality easier to discover through short-form visual storytelling, chef and ingredient narratives, cultural moments and customer-led prompts.
Instagram; food-craft close-ups, chef-personality story, guest reposts and reviews repackaged as content.
TikTok ; "The SECRET to perfect Persian rice?" 4.8M modelled views, top-of-funnel awareness in a bite-sized format.
Experiential design
Turning dining into a story worth sharing
I developed proposed experiential concepts that extend Shiraz beyond a single meal. The work combines cultural learning, sensory detail, interaction and shareable moments to support emotional connection and repeat engagement.
Digital experience
From discovery to visit
I mapped a proposed journey that connects campaign exposure to a practical next step. Across the experience, the direction prioritised what Shiraz offers, why it is distinctive, what to expect and how to book.
01
Discover
Social, search, OOH and local content introduce the campaign world.
→
02
Explore
Food stories, cultural detail and atmosphere clarify the offer.
→
03
Confidence
Reviews, menu cues and practical information reduce uncertainty.
→
04
Book
Visible calls to action support the high-intent booking moment.
→
05
Experience
On-site storytelling deepens cultural connection during the visit.
→
06
Share & return
Loyalty and UGC concepts extend the relationship beyond one meal.
The website direction was designed to reduce uncertainty through content hierarchy, review visibility, menu and dietary reassurance, location cues and repeated booking prompts. It is a proposed experience, not a live conversion result.
Measurement plan
A proposal designed to be measured
Alongside the creative work, I developed a proposed 18-month plan covering channel roles, budgets, delivery phases, KPIs and optimisation triggers. The aim was to make campaign decisions accountable after launch,not to judge success only by visual output.
18 months
Proposed campaign duration
£117,200
Proposed campaign budget
145.8%
Projected total campaign ROI
<5% → 40%
Awareness target
2,360
Projected tourist bookings per year
These figures are modelled targets and financial projections from a pre-launch proposal. They are not measured campaign results. The budget and ROI figures are shown at total-campaign level; individual channel assumptions should not be treated as delivered performance.
Reflection
What I would validate after launch
Because the campaign is still in development, the next stage would be to validate the assumptions behind the proposal through live testing and operational feedback.
I would begin by testing whether the campaign proposition is understood quickly, whether first-time diners can find the information they need to book with confidence, and which channels produce the most qualified demand. Performance data, user feedback, booking behaviour and staff insight would then inform refinement of the message, digital journey and touchpoint mix.
This project strengthened my approach to creative work as a connected experience: a visual identity is most effective when it helps people recognise, understand, choose and remember a brand across every moment of interaction.
Connected brand experience
A campaign system designed to move from story to action
Discover Persia by the Sea demonstrates how campaign identity, digital experience, cultural storytelling and physical touchpoints can work together to turn a restaurant's existing quality into a more visible, memorable and actionable brand experience.
The work shown represents my campaign-concept and design contribution to a freelance, stakeholder-led proposal currently in development.
Lets
design
build
create
Something Impactful