​the problem

The association provides many services, including legislative advocacy, compliance resources, training, and membership benefits, but the breadth of offerings can be difficult for busy restaurant operators to quickly understand.
The site emphasizes information, but:
  • the value of membership isn’t always visually immediate
  • benefits are spread across multiple sections
  • operators need quick, practical clarity on “what this does for my business”
This creates friction in engagement and membership conversion.

​the solution

Develop a clear, business-focused visual communication system that translates services into tangible value:
  • Benefit-driven graphics (cost savings, compliance support, advocacy wins)
  • Simplified membership journey visuals (“Join → Access → Grow”)
  • Industry-forward imagery paired with practical outcomes
  • Strong CTAs highlighting membership ROI and resources
The goal is to shift from information-heavy to value-driven design, helping operators immediately see how the association supports their business and why joining matters.

new member packet

Packet mailed to members after joining CRA, containing their decal, membership card and essential benefits and information.
FOLDER
INSERTS

"WHAT THE FORK?!" CAMPAIGN

The “What The Fork?!” campaign is an advocacy effort launched to draw public and political attention to the growing costs and challenges facing restaurants in California — especially neighborhood and independent restaurants. The campaign argues that a huge and increasing number of state and local regulations are making it more expensive to operate restaurants, forcing many to raise prices, cut jobs, or close entirely.
LOGO DESIGN VERSIONS
FINAL LOGO DESIGN
MISSIVE ONE-PAGER
BILLBOARD AT SACRAMENTO INTERNATIONAL AIRPORT (SOUTHWEST TERMINAL)
EMAIL
LANDING PAGE
SOCIAL

ENVY FOOD & BEVERAGE AWARDS

Branding and design for a new annual food & beverage awards event in Sacramento, CA.
LOGO CREATION (SKETCHES + 4 ROUNDS OF VOTING)
FINAL LOGO AND BRANDING
SPONSORSHIP INFORMATION PACKET

member communications

Branded, member-facing marketing collateral developed to inform, engage, activate and retain restaurant operators around association initiatives, advocacy priorities, and member benefits.
MEMBERSHIP RENEWAL CARD
4 BILLING CYCLE INSERTS TO RETAIN MEMBERS WITH OVERDUE PAYMENTS 
EXTENDABLE BANNERS (DESIGNED TO PROMOTE CRA AT EVENTS AND TRADE SHOWS)
POSTCARD SENT TO PROSPECTIVE MEMBERS
SOCIAL POSTS WELCOMING NEW MEMBERS
POSTCARD SENT TO MEMBERS LEAVING
DECAL STICKERS MAILED TO MEMBERS TO DISPLAY IN THEIR ESTABLISHMENT WINDOW; INSERTS ALSO INCLUDED IN THE MAILER
POSTCARD SENT TO PROSPECTIVE MEMBERS DESCRIBING ONE OF THE MEMBERSHIP BENEFITS

GA FACT SHEET

Neighborhood restaurants say they support policies that protect workers and serve consumers, but not ones that place new burdens on small, independent businesses already operating on tight margins. To highlight these concerns, a fact sheet was created and shared with policymakers outlining the case against SB 22 and explaining how neighborhood restaurants believe the proposal could negatively impact their ability to operate and serve their communities.

HOLIDAY MESSAGING TO MEMBERS

Social communication, during the holidays, to communicate office closures as well as highlight various member benefits.