I led this project from concept to execution, pitching the idea internally, directing the creative, and designing every page of the print edition and its digital extension.

Inspired by nostalgic diner-style newspapers, the limited-edition print was designed to feel familiar and fun to restaurant operators, the people who actually live in the world this newsletter talks about. To make it something worth keeping rather than tossing, I added a crossword puzzle and comic strip rooted in the real, everyday humor of restaurant life. Those small touches weren't decoration. They were the whole point. They created genuine interaction and made 7shifts feel human in a room full of vendors competing for attention.

Each newspaper included a QR code linking directly to the 7shifts product page, tracked via UTM. Website traffic to that page was significantly higher that week, a measurable return from a single, well-designed physical piece.

To extend the story beyond the conference, I redesigned the Foodrunner newsletter signup page to match the editorial look and feel of the print edition, creating one cohesive brand experience across physical and digital channels.

This project reminded me that the best brand moments aren't always digital. Sometimes it's a crossword puzzle at a trade show that makes someone feel seen.