Strategy first. A rebrand built for social.
Social strategy, creative direction, photography and short-form content for a Seattle smash-burger brand with a bold point of view.
- Partnership
- Began March 2025
- My role
- Strategy · Creative direction · Production
- Market
- Seattle, Washington
More than a halal burger. A brand people remember.
The work began with a pitch for a sharper visual and social presence: one that could build credibility, stay consistent and create a niche beyond the category label.
Own a clear position
Build toward being Seattle’s standout smash-burger destination, with a point of view people can recognize quickly.
Challenge assumptions
Move past the stigma that can surround halal food spots and lead with a brand experience that feels current, bold and welcoming.
Make halal a strength
Treat halal as a meaningful differentiator without letting it become the brand’s only story.
Create real resonance
Develop content that feels specific to the audience, builds familiarity and gives people a reason to keep following.
From a visual identity to a living content system.
The identity created a loud, playful world of saturated color, checkerboard patterns, punchy type and burger-bun shapes. My role was to help shape the creative brief and cultural references, then translate that world into an ongoing social presence.
Visual identity designed by Maged Abdelsalam ↗. Creative direction, brand brief collaboration and social application by Yasmin Ouf.
A feed with a recognizable point of view.
The shift went beyond a new palette. The rebrand became a system for photography, product stories, templates and community prompts, giving every post a clear relationship to the next.
One point of view, carried across every format.
The system connects planning and production, so each month starts with a clear direction and ends with content ready to publish across the account.
Strategy + planning
Monthly content calendars, planning consultations, platform direction and a repeatable review-and-launch rhythm.
Creative direction
Shaping the brief, cultural references and content expression around the new identity, then carrying that direction into social.
Content production
Photography, short-form video, Reels, Stories and social-first concepts made to feel vivid, human and appetite-led.
Ongoing activation
Campaign concepts, scheduled content and flexible event or on-call coverage to keep the brand active in real time.
The April Fools joke that became HSB’s biggest post.
We turned the viral Dubai chocolate trend into an intentionally over-the-top smash burger and introduced it like a real menu launch. The joke traveled far beyond the usual audience and became the account’s most popular post.
Public Instagram counts observed August 14, 2026.
Watch the Dubai chocolate burger ReelClose, colorful and impossible to ignore.
Appetite-first photography meets personality-led social concepts. The result is designed to feel recognizably HSB whether it appears as a feed post, a Story, a Reel or a campaign moment.
Planned enough to stay consistent. Flexible enough to stay social.
Each cycle moves from a planning meeting and content calendar through review, production and scheduling. That structure creates room for timely ideas without losing the brand’s voice or visual thread.
See the work in the wild