We were approached by the sales team to win Chili’s as a client. Our role as creatives: to develop a new tone of voice and message, supported by new website and banner designs, in less than a week. A tight deadline.

We collaborated with team members who previously worked in Chili’s to understand their brand tone. One thing that stood out to us? Chili’s employees often went by “Chiliheads”.

This information served as the key foundation in delivering a bold new concept.