A look back at a year of thoughtful, big changes at Cook with Chef Traci that have her positioned for even more goodness in 2020.

Our work together this year included a brand new website, from creative direction to copywriting; concepting and messaging for successful new opportunities pitched; and a streamlined business design that brings Chef Traci the clients and work that she wants.

This is a story of a full brand update that captured the evolution-to-date of a business and set the stage for future growth. The project included a clear, refined brand vision with new messaging, professional photography, and a completely new website. I’m delighted to report that seven months after project completion, the results have been impressive.

Cooking Experiences Enjoyed By:

The Backstory:

Meet Traci Siegel, private chef and cooking teacher, of Cook with Chef Traci. Traci’s private client roster now includes both an A-list professional athlete and film director. And bookings for her corporate team-building have become consistent. The new Cook with Chef Traci brand and website launched in June 2019. Within a couple of weeks of completing the project and pushing publish on her new Squarespace site, Chef Traci was booking team-building events from new companies and organizations—co-working spaces, tech companies like Uber, an Italian Haircare Company, a group of accomplished women transportation engineers, and a veterinary practice among many others. And the sales cycle was short and effortless—both for the client and Chef Traci.

Equally exciting, the brand overhaul has brought with it new invitations and opportunities for presenting on a larger stage. Chef Traci was brought on by an indoor vertical farming startup to develop and teach five interactive cooking classes over the year based on her Common Table Method™, featuring the company’s produce. And Traci and I are now at work together on a cookbook.

Key takeaways:
The power of knowing exactly who you are for, and translating that into a single, concise message. For Chef Traci, that’s “Cooking Experiences That Bring Your People Together.”

Every element about Chef Traci’s brand and business tells a cohesive story—about a way of cooking and eating that is inclusive and welcoming to all and where dietary restrictions are seen as creative constraints and inspiration for global adventure.

The value of setting a creative vision and documenting it in a thoughtful, concise creative brief. The brief allowed us to translate her clear message into the visual assets of design, photography, and color. I wrote the creative brief. With Traci’s approval and brief in hand, we had a productive pre-shoot meeting on location with the photography Grigory who then masterfully captured Traci’s team-building experience in the clear, warm, professional, and convivial way we had asked. We drew inspiration for the warm arts + crafts color palette from the location and Traci’s personality.

The importance of copy that works in concert with the brand vision and creative brief. And I think this carries throughout Chef Traci’s site.

All in all, a welcoming and compelling brand that works.