Work created at MOD Pizza, as an art director on the creative team.
Great brand craft isn’t just about making things look beautiful—it’s about making intentional decisions that serve strategy, scale across channels, and drive business results. The MOD Forkin’ Good Salads campaign is a prime example—every decision was strategic and cascaded across the entire omnichannel execution.
I served as art director and partnered closely with our Head of Brand Voice on creative strategy. We needed to announce a significant salad platform rebrand and launch new recipes in a way that felt exciting and disruptive—salads aren’t typically what people crave from pizza chains.
I art-directed a completely new food photography style—bright, fresh, eye-catching, and a complete departure from the way MOD had shot food in the past. The subway tile background, countertop surface, and ingredient bins emulated the actual in-store environment behind the line, where the salads were prepped by our MOD Squad employees, in order to highlight the culinary craftsmanship that went into this product line. This wasn’t just aesthetic; it was a strategic statement that these salads were a different category of food.
I kept fonts rooted in the MOD brand (maintaining recognition and consistency), but introduced bold, unexpected type styles to signal “this is new and different.” The oversized and startling headline became the hero of the composition—it had to cut through the noise and make people stop scrolling. Rather than adding new colors arbitrarily, I introduced two new colors specifically to represent the salads’ freshness, then used the red MOD logo as the ONLY brand color across the materials. This created tension and focus—the red hit became precious, making the MOD logo and brand presence unmissable without overwhelming the composition.
The result: This campaign launched across all channels (social, email, web, in-store signage, apparel, packaging)—every touchpoint visually consistent and strategically intentional, and drove measurable impact: 20-30% average monthly increase in salad sell-through, over $1M in new revenue, and a 12% increase in salad attach rates in the first three months. The photography direction became so effective that it fundamentally changed the way the brand approached food photography moving forward.
Client: MOD Pizza Art Director/Designer: Dianne Vallier
