Culture & Customer Experience

The Challenge

Shake Shack wanted to celebrate its distinctive culture and deepen its connection with both employees and guests. The goal was to develop campaigns that elevated the brand, showcased its people, and created meaningful connections across every touchpoint, from digital experiences to in-store interactions.

Creative Vision

I focused on highlighting what makes Shake Shack special, its culture, its people, and its guests. The idea was to craft a campaign that felt as genuine and energetic as the brand itself, uniting employee development and customer engagement under one creative platform.

Execution

• Created the Shacksperience campaign, an integrated initiative spanning digital, social, video, in-store, and employee communications

• Delivered training and engagement materials that empowered team members while reinforcing the company's core values

• Designed all creative to feel unified, optimistic, and unmistakably "Shake Shack" across both digital and physical platforms

Results & Impact

• Enhanced employee engagement and pride, aligning teams around a shared vision of hospitality and excellence

• Strengthened brand storytelling and connection with guests through consistent, multi-channel creative

• Reinforced Shake Shack's position as an employer of choice

"I can confidently say Shanks truly elevates the brand. The Shacksperience campaign is a standout example of how to celebrate the unique culture of Shake Shack while also prioritizing employee development and enhancing the customer experience."