Newspaper Print
Editorial Design:
Seeing strangers pick up a newspaper I designed, flip through it, and stop to do the crossword puzzle in the middle of a busy convention floor reminded me exactly why I love design.
The Foodrunner newspaper started as a simple idea: turn 7shifts’ monthly email newsletter into a limited-edition print piece for the 2024 National Restaurant Association Show in Chicago. The goal was to show up differently, not with a brochure or branded tote, but with something people would actually want to hold, read, and interact with.
It worked.
Role
Creative Direction, Editorial Design, Print Design
Related projects:
Scope
Concept development, art direction, editorial design, typography, print production, OOH, social campaign, email campaign
Foodrunner Newspaper
The goal was to drive awareness of 7shifts at the National Restaurant Association Show while growing Foodrunner newsletter signups, a key channel for product updates and industry insights. The challenge was turning a high-traffic, low-attention trade show environment into meaningful engagement with a clear path from physical interaction to digital conversion.
Challenge
I pitched and led Foodrunner as a limited-edition newspaper for the 2024 National Restaurant Association Show in Chicago. Designed in a nostalgic diner-style format, the print edition included interactive elements like a crossword and comic strip to drive engagement with restaurant operators in a crowded trade show environment. The campaign extended across OOH, social, and email assets, with a redesigned signup page and QR codes connecting the physical piece directly to the digital newsletter ecosystem.
Solution
The newspaper drove real engagement on the trade show floor, with attendees actively reading and interacting with it rather than treating it as typical promo material. QR codes connected directly to the Foodrunner landing page, resulting in increased website traffic and newsletter signups during the event. The project strengthened Foodrunner as a recognizable entry point into 7shifts content, bridging physical and digital in a way that outlasted the show itself.
Impact
Foodrunner Landing Page
I redesigned the Foodrunner newsletter signup page to match the editorial direction of the print newspaper distributed at the 2024 National Restaurant Association Show.
This created a consistent experience across print and digital, strengthening the Foodrunner brand while guiding users from physical interaction to signup.
Extending the newsletter across print and digital
Role
Design Lead, Web & Product Design, Visual Design
Scope
Landing page design, UX, visual design, responsive design