My creative direction for The Islander leaned into its tropical, sun-soaked personality—think sandy toes, bold flavors, and Baja surf vibes. The brand leaned heavily into its tropical, beachside identity, which resonated with tourists during peak summer months but often felt disconnected from local audiences in the off-season. One of my larger creative goals was to bridge that gap—shaping content that still celebrated the fun laid-back energy of the brand while speaking more directly to Coronado locals. This included a stronger focus on craveable menu items, happy hour highlights, and community-favorite promotions, like the triumphant return of the beloved Islander Nachos.

Visually, I prioritized vibrant Reels that captured the beachy aesthetic through vintage sunbleached filters, warm bright lighting, and curated audio choices. My content planning balanced the key buckets of food, drinks, promotions, and lifestyle, while allowing space for spontaneous, culture-driven content that featured the kitchen and bar staff. Collaborating with the culinary team, I organized regular shoot days to capture hero shots of menu items—especially during the launch of the expanded Smashburger lineup, which served as a key summer push.

One creative shift I introduced was incorporating more team members into Reels using trending formats, which helped make the account feel more grounded, personal, and in tune with the Islander’s neighborhood vibe. Though the restaurant was navigating tough financial waters, my work on the account reinforced a valuable creative lesson: great marketing can enhance a brand, but it works best when supported by strong operations and internal alignment.