ROLE

ACD/Writer

AGENCY

Small Army

VIBES

Doughy, artful,

radically delicious

TEAM

ACD/Copy: Jess Tardy

ACD/AD: Joe Krikava

AD: Papee Thirawat

CW: Evangeline Condakes

ECD: Sam Pitino

Producer: Sylvain Lucarelli

CAPABILITIES

Multi-touchpoint brand strategy

Food culture insight generation

Ecosystem content design

Pastry sampling

Q: How do you help busy Bostonians take a breather from that Dunkin' run life?

A: Give them a taste of slow living in pastry form.

SwissBakers needed to convince busy Bostonians who live on Dunkin' runs to slow down for a proper breakfast experience. The challenge was shifting user behavior from grab-and-go coffee culture to sit-down bakery appreciation, requiring a complete ecosystem approach across all customer touchpoints.

Working as associate creative director and writer with Small Army’s team, I helped develop a brand strategy that met users where they were emotionally: food that takes you right to your happy place. Our insight was simple—in a city obsessed with efficiency, sometimes you need to celebrate the things that make you slow down. In other words, carbs.

The campaign centered around dreamy pastries as both comfort and connection, using hand-cut paper illustrations photographed with real product to create tactile, approachable visuals that felt as warm as the food itself. This creative approach carried across every piece of the SwissBakers ecosystem: digital interfaces, social content, packaging design, in-store experiences, print materials, and out-of-home advertising.

We created a cohesive brand experience that guided users from discovery to purchase across multiple touchpoints, ensuring consistent messaging whether someone encountered SwissBakers on Instagram, walked past their storefront, or picked up a package in-store. The multi-channel approach successfully shifted customer behavior from rushed coffee runs to mindful bakery visits, scoring some industry recognition and all the free croissants we could stuff into our backpacks.