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Mikey’s Late Night Slice

Restaurant & Bar Rebrand

From cult favorite to scalable brand.

Mikey’s had momentum, lines out the door, and a voice people loved. To build upon its vast success in Columbus, Mikey’s needed a marketing partner that could help it sustainably build the brand. W.Bradford, the agency that offers bold yet polished marketing solutions to ambitious brands, sought to help the client capitalize on its unique culture and notable brand assets.

Project Details

Industry

Hospitality

scope

Brand strategy. Creative direction. Identity. Digital activation.

Focus

Audience expansion.
Brand cohesion.
Market distinction.

The Assignment

Loved locally.
Inconsistent systemwide.

Presence depended on the moment, not the brand.

WHAT WE DID

  • Audited the experience
  • Clarified competitive position
  • Defined barriers to scale
The Move

Amplify what people love.
Make it repeatable.

We elevated Pizzaface into a true brand icon and created standards for how Mikey’s shows up in culture.

WHAT WE DID

  • Evaluated customer touchpoints
  • Assessed competitive positioning
  • Mapped gaps between reputation and presentation
Our Approach

Distinct groups. Clear motivations.

The night-out crowd. The at-home regular. The late-night faithful.

Each met with ideas designed to drive frequency, visibility, and crossover.

WHAT WE DID

  • Prioritized target segments
  • Developed engagement strategies
  • Created partnership and cross-promotion frameworks
Creative Direction

No reinvention needed.
Just amplification.

We elevated Pizzaface from mascot to icon — placing the brand squarely inside culture, not adjacent to it.

Bolder. More recognizable. Impossible to scroll past.

WHAT WE DID

  • Expanded the mascot into a hero asset
  • Developed campaign territories
  • Created repeatable creative formats
Identity & Activation

Expression became consistent. Attention became action.

One system. Many moments.

WHAT WE DID

  • Refined tone of voice
  • Built messaging guardrails
  • Designed illustration frameworks
  • Created modular content templates
  • Standardized brand presentation
  • Led influencer engagement
  • Strengthened digital reputation
  • Created recurring engagement moments
IMPACT

A brand ready to grow — and built to keep its bite.

Greater clarity.
Higher engagement.
Stronger distinction.
SPARK. SHAPE. SCALE
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