TGI Fridays

At Linney Create, I took creative lead on the TGI Fridays account, guiding the brand’s campaign development and ensuring consistency across all communications. My role involved directing designers, artworkers, photographers, and retouchers, as well as developing campaign concepts and providing both copywriting and art direction support. As brand guardian, I was also responsible for creating the brand guidelines, designed to be used not only by designers but by new TGI Fridays employees as part of their onboarding.