phoebe gallo HOME

Hi there!
I’m Phoebe. I sit at the intersection of digital, brand, and marketing, with a flair for design and a passion for politics. I work to empower brands and people to listen honestly to their own voices. TLDR; I work to make meaningful impact.

Say hi ︎



Work samples

    Canndescent ︎
    Goodbrands ︎
    Everytable ︎
    7 For All Mankind ︎
    max-bone ︎



Connect

    Instagram ︎
    VSCO ︎
    LinkedIn ︎
    Email ︎

Mark


Everytable


Everytable is a startup in LA that combats food deserts across the city. Everytable opens restaurants stocking pre-made, healthy food throughout Los Angeles, and prices according to the neighborhoods they serve. As the lead Graphic Designer, I worked directly with the Senior Marketing Manager and CEO to unify and execute Everytable’s brand identity, from look + feel, to retail designs, to content strategy, to overall brand values and messaging.


Moodboard






Competitive Marketplace

Sweetgreen
Citizen Sprout
Tender Greens
Lemonade



Everytable’s high-level message is simple and provocative: healthy food is a human right. How that message expands into fonts, colors, photography, brand values, staff values, and more, requires deeper thought. I collaborated with the leadership team to build a forward-thinking brand identity and content strategy across touchpoints.



Brand Touchpoints

Brand identity
Social
PR
Events
Retail
Wayfinding & messaging



I. Brand Identity


The problem — 
Everytable worked with numerous agencies since its inception, retaining certain elements and discarding others over time. I was brought on to synthesize the visual branding, and to collaborate with senior leadership to develop a comprehensive messaging framework.



Solution 1 — Brand Book

Everytable’s goal is to become franchisable — every Everytable nationwide will strike the balance of familiarity between stores, and a sense of belonging to the store’s community. To achieve this scalable look and feel, we began with a brand book, identifying the core mission, values, and look and feel of the brand. We then applied those values and aesthetics to in-store assets, social posts, photography, and more.

The brand is colorful, fun, friendly — wild postings, postcards, and ads could be visualized in any neighborhood as a friendly addition. They are exciting and noticeable, but not imposing on a neighborhood’s culture.









Solution 2 — Content Strategy

Laid out in the brand book, we worked to better synthesize the disparate talking points, facts, and more about the Everytable business and mission. We broke them out into: 1) Brand values; 2) Food values; 3) Key Messaging. This ultimately offered a framework to efficiently brand, market, and message collateral across the company.




Solution 3 — Social

Each store is community-focused and responsive; from the hiring practices to the pricing, each Everytable location is aware of its surroundings. This empathetic outlook translates effectively to an equally aware and community-oriented social account. We overhauled the look and feel of the Instagram feed to reflect the updated brand identity and high-level Everytable positioning.






II. Retail Identity


The problem —
Everytable’s stores are the lynchpins holding the company together. They are where the company, food, and staff values live on, and are translated to the customers. Strategizing around the customer’s needs in-store, and how to most effectively communicate the value proposition, brand messaging, and food information, became a great focus of the Marketing team.



Solution 1 — Justice Wall

The focal point of each Everytable store, the Justice Wall amplifies the community it lives in, as well as provides a modular opportunity for messaging, marketing, and in-store information.







Solution 2 — In-Store Signage

We broke out the ideal Everytable retail experience, and the flow of the customer:

1. The refrigerators: Where the food is housed, and communicates the brand’s food values.

2. The food labels: Communicating the fresh and easily-pronounced ingredients in every fresh dish.

3. The Justice Wall: Amplifying the store’s community.

4. The Warming Station: Where the pre-made food is warmed with instructions, and supplemental messaging for the Everytable mission.



Mark