ONcore is a series of menu planning services for school lunch professionals. Believe it or not, school lunch is a lot more complicated than choosing between tacos and tater tot casserole. Thanks to ever-changing government requirements, school food service is a carefully calculated game. Failing to meet requirements may result in penalties, fines and cuts in federal funding. It’s serious stuff! ONcore helps cut through the noise by making the menu planning process as painless as possible. They approached 877 at their inception, so we had our hands in everything from foundational branding to animation, video and web design.
From the beginning, the product ONcore was selling was great – it’s intuitive, easy to use and truly fills a need for its intended users. We knew the biggest challenge this multi-pronged campaign would face would be reaching the “decision-makers” — the people responsible for buying a subscription and implementing it in their schools.
Before we could have fun with animation, video and web design, we had to start from square one to create a playful and bold visual identity for the brand. The four ONcore logos feature custom type, a thoughtful color scheme and a bold mark, either in the form of an animal or an initial.
VIDEO AND ANIMATION
Inspired by the work of supremely talented commercial stop-motion designers, we created a series of short, GIF-able videos for the menu planning services to prove, once and for all, one should play with their food.
We designed a multiple full-page print pieces for FoodService Director Magazine, the premier publication for school food service directors across the country. We stayed on-theme by capturing creative food art surrounded by custom hand lettering.
We designed marketing webpages and digital ads that would serve as an informational hub to educate consumers about the service. Along with this, we created a series of instructional videos to help new users navigate the site.
Our goal was to make the ONcore brand photography both colorful and engaging. With a little patience and creativity, we photographed food- and learning-related catchphrases made out of healthy ingredients.
Creating a strategy for social media is all about creating eye-catching content and placing it in front of the right audience.
Our strategy included several ads that ran on Facebook and Google.