Papa Johns
With Bicycle Media Agency
Sub-brand Development
Devoted to the Dough
Building Devoted to the Dough was about capturing the obsession and commitment at the core of the brand.
The challenge was to create a distinct identity within the existing brand world; something that was ownable and elevated but unmistakably Papa Johns.
Typography, layout and imagery were treated with intention; specifically, we utilised the colour palette to emphasise a distinction between the primary brand and the sub-brand. Over time, the colour palette began to symbolise different feelings within the Papa Johns world.
Alongside this, the patterns, value device and wider design system were given specific roles.
With multiple internal and external teams working across the brand, refining the guidelines was essential to ensure clarity, consistency, and ease of use.
My role began with supporting the development of these systems, and evolved into translating them into a clear, usable brand book. This included applying the visual language across social assets and helping shape how the sub-brand behaves across formats, from structured campaign outputs to more reactive, in-the-moment content.
^ The images above are AI-generated, they all showcase work designed by me, with Bicycle Media and the Papa Johns In-house team.
Social Campaigns
Data Analytics, Christmas, Localisations, Devoted to the Dough
I worked across a range of social campaigns, adapting the Papa Johns brand to suit different moments, audiences and objectives.
This included data-led campaigns, where insights shaped both messaging and creative direction to use social posts to gain specific data on the viewers. For seasonal moments such as Christmas, the focus shifted towards storytelling and tone.
I also developed localised ad variations, ensuring consistency across regions, while liaising with the in-house team to execute this.
Across all campaigns, the approach remained consistent; considered design, adapting at speed, without losing clarity.
