Foreman

Branding & Logo Highlights:

• Designed a new typographic logo system that can exist confidently within New York City.
• Built the brand system to work across Foreman’s very different audiences and service areas, from professional athletics and corporate catering to private events, meal prep, and the new Foreman Market storefront and HQ.
• Developed a series of service-specific taglines, including “Nourishing Peak Performance,” “Nourishing Hard Work,” and “Nourishing Your Day,” to speak more directly to each audience while tying back to the larger Foreman message, “Nourishment That Performs.”
• Established an imagery direction built around juxtaposition, pairing chef-driven food photography with imagery specific to each service to visually connect what Foreman creates with the people and environments they serve.
• Expanded Foreman’s existing neutral color palette with a bold orange-red accent, adding contrast, energy, and a strategic pop of color for key callouts.
• Built the identity to flex across the full brand experience, from the website and social media to menus, packaging, co-branding, apparel, signage, and other client touchpoints.

Website Goals & Highlights:

• Designed a mobile-first, conversion-focused Squarespace website with service-specific messaging and calls to action that guide Foreman’s different audiences toward the right services and ultimately, an inquiry.
• Reorganized the site around Foreman’s four core service areas: Athletic Catering, Corporate Catering, Private Events, and Meal Prep, giving each audience a clear path to the information most relevant to them.
• Structured each service page around the questions potential clients need answered before reaching out, using clear content hierarchy, credibility points, and strategic calls to action to move users toward an inquiry.
• Leveraged Foreman’s impressive client roster, testimonials, and industry experience as strategic proof points throughout the site, building trust and reinforcing their ability to execute at a high level.
• Carried the new brand system into the digital experience through typography, layout, messaging, and the juxtaposition of food and service imagery.

The Result:
A sophisticated, distinctly NYC brand and digital experience that elevates Foreman’s presence, connects with its diverse audiences, and gives the company room to grow.