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

OVERARCHING BRAND STRATEGY

360-degree, whole-of-brand strategy; building, sharing, and growing 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 & verbal language, logo & identity, digital presence, packaging, interior & exterior design, photography, brand markers, artwork, signage, retail merchandise, collateral, creative 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

Lived through the successful conception and execution of large-scale experiential activations - culinary festivals, music festivals, trade shows, hospitality forums, market weeks, pop-ups, sports & entertainment venues - in cities all over (NYC, LA, London, Shanghai, San Francisco, Chicago, Charleston, Las Vegas, Washington, DC, Aspen, 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

Collaborate directly with founders/owners to bring their vision to life to the success of all stakeholders (alignment, research, discovery, site selection, strategy, guest journey, menu engineering, concept overview, design, pre-opening and 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

Growth positioning for long term success; ideation, concept development, compelling brand narratives, strategic partnerships, calculated line extensions, and truly exceptional experiences.

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 intentional 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 for restaurants of all size (fine-dining, fast casual, multi-unit operators) - 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

Idtifying a just-right visual identity (logo, branding, creative assets) and name is critical to a brand’s success.

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

Branding, Logo, 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

Look & Feel, 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, visuals, eCommerce, newsletters, strategic partners, 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