We create, build, and grow remarkable consumer brands that are both wildly successful and beloved.

Restaurant Brand Strategy Firm Theresa Mullen Kid Gloves Creative Shake Shack Madison Square Park

Established the storied Shake Shack brand; defined every aspect of the brand journey across regional, national, and international growth

BRAND STRATEGY

Overarching, 360-degree, whole-of-brand strategy; we build, share, and grow powerful people-facing brands through a human-centered approach, creative systems thinking, and a fluid, multi-disciplined practice.

Hospitality Brand Strategy Restaurant Marketing Shake Shack Theresa Mullen ShackBurger Kid Gloves Creative

Every.Single.Brand.Touchpoint.Matters.Most. (NYSE:SHAK)

CREATIVE DIRECTION

Shepherd the ideation, design, and development of all the wonderful things that define the brand experience - visual language, logo & identity, digital presence, packaging, retail merchandising, photography, interior & exterior design, artwork, signage, collateral, campaigns…and on, and on.

Creative Direction Brand Strategy Theresa Mullen Kid Gloves Creative Troubadour Goods Leather Bag

Harmonious, whole-of-brand creative that reflects an organization’s strategic vision (Editorial Campaign)

BRAND ACTIVATIONS

Large-scale experiential brand activations - culinary & music festivals, trade shows, hospitality forums, market weeks, pop-ups, sports & entertainment venues - all over the globe (NYC, LA, London, Shanghai, San Francisco, Chicago, Charleston, Las Vegas, Washington, DC, Aspen, Miami, Palm Springs).

Experiential Brand Activations Brand Strategy Theresa Mullen Kid Gloves Creative Coachella Party

Weekend-long Coachella “Party in the Desert” for shoppers, influencers, and press guests of Dolce Vita Shoes (NYSE: SHOO)

NEW CONCEPT DEVELOPMENT

Partner with founders, owners, and executive leadership to unify the vision to the success of all stakeholders (alignment, research, discovery, site selection, strategy, guest journey, menu engineering, concepting, design, pre-opening/opening strategies, and well beyond)

Hospitality Design Brand Strategy Theresa Mullen Kid Gloves Creative SweetMilk Nashville TN Interior Design Illustration

Work hand-in-hand with founders and owners to ideate new hospitality concepts and reimagine existing businesses for their next great chapter.

BRAND MARKETING

Define the markers for success, and then develop and execute innovative marketing plans that increase awareness, affinity, and sales.

Hospitality Brand Strategy Restaurant Interior Design Marketing Theresa Mullen Kid Gloves Creative Shake Shack Miami Opening

Creative Direction, New Market Strategy, Strategic Partnerships, Experiential Activations, Growth Positioning, Digital, Social, CSR/ESG (NYSE: SHAK)

GROWTH POSITIONING

Readying businesses for long term success; ideation & innovation, new market entry, strategic partnerships, calculated line extensions, operationalizing brand playbooks, sustainable growth plans

Hospitality Restaurant Brand Strategy Theresa Mullen Kid Gloves Creative Martin's Bar-B-Que Joint Pulled Pork Sandwich Nashville TN

We design roadmaps that best position businesses for growth on an international, national, and regional scale

PR/CORPORATE COMMUNICATIONS

Deftly guide key stakeholders (Founders, Partners, CEOs, Executive Leadership) in all matters of Public Relations and Corporate Communications, including complex internal and external strategies, positioning & messaging, media training, crisis communications, agency oversight, and more.

Hospitality Brand Strategy Public Relations Corporate Communications Theresa Mullen Kid Gloves Creative New York Times Magazine Cover Danny Meyer

We skillfully and sensitively navigate intricate family- and founder-driven dynamics on the corporate stage (here, Danny Meyer’s Union Square Hospitality Group)

HOSPITALITY DESIGN

Full-scale concept development and design for restaurants of all size (fine-dining, fast casual, multi-unit outfits) - naming, interior & exterior design, logo & identity, menu engineering, floor plans, selection & sourcing of all metalwork, lighting, accents, artwork furniture, fixtures, florals, finishings, millwork, fabrication partners, lifestyle/architectural photographers, etc.

Hospitality Design Restaurant Interior Design Theresa Mullen Kid Gloves Creative Darfons Dining Room Nashville TN

Full Scale Restaurant Design (Nashville, TN)

BUSINESS DEVELOPMENT

High-level strategy, creative, and operational know-how designed to best the guest experience, inspire loyalty, and propel purposeful growth for hospitality brands at every stage of growth.

Hospitality Restaurant Design Brand Strategy Theresa Mullen Kid Gloves Creative Seaside Restaurant Design Greenport NY

Business & Brand Development for Hospitality Outfits of All Kinds (here, hospitality design on the Long Island Sound)

COPYWRITING

Author killer creative copy for businesses of all types - B2B, B2C, B2B2C, DTC, etc.

Hospitality Restaurant Logo Brand Identity Creative Direction Theresa Mullen Kid Gloves Creative Shake Shack Washington, DC Opening Artwork

Quite simply, we give good copy…

MENU DESIGN

Beautiful, arresting designs with profitability and memorability in mind.

Restaurant Graphic Design Menu Design Menu Engineering Brand Strategy Theresa Mullen Kid Gloves Creative By The Way Charleston Menu

Menu Design, Menu Engineering, Creative Collateral (By the Way, Charleston, SC)

STORYTELLING

Sharing pointed, persuasive stories is central to our practice.

“Before I Die,” Artist Candy Chang, Brooklyn Shake Shack Theresa Mullen Kid Gloves Creative

“Before I Die,” Artist Candy Chang, Brooklyn Shake Shack (transformed construction hoarding into an interactive art installation for a month prior to a new location opening)

VISUAL IDENTITY

Arriving at a just-right visual identity (including logo, branding & identity, re-brands, creative assets, collateral, retail merchandise, packaging design, brand markers) is critical to a brand’s success.

Brand Strategy Logo Identity Graphic Design Creative Direction Kid Gloves Creative Theresa Mullen

Branding, Re-Branding, Visual Identity, Naming

SOCIAL MEDIA STRATEGY

Advisers on social media strategy, pulling in the best minds and partners to create, inspire, connect, engage, and wow.

Experiential Brand Activations Large Scale Event Production Big Apple Barbecue NYC Theresa Mullen Kid Gloves Creative Strategy Firm

Driving Aesthetic, Content Strategy, Affiliate & Influencer Programs

DIGITAL PRESENCE

Oversee digital presence - including selection and management of digital design firms, look & feel, functionality, all creative direction, copywriting, content, photography, eCommerce, e-Newsletters, etc.

Brand Strategy Brand Marketing Firm Restaurant Hospitality Website Design Theresa Mullen Kid Gloves Creative Bentobox for Leon's

Fluency with SquareSpace, BentoBox, Shopify, Toast, Resy, as well as oversight of digital agencies large and small