Maverick Launch

We’ve been working with the folks at Maverick Southern Kitchens for over six years, and in the Summer of 2010 we sat as a group to look at and review their entire marketing platform and consider a new path.  Advertising and interruption was to be replaced by conversation and publishing.

And that included the website.

We sat back and took a look at the brand’s purpose and voice… not just for Maverick Southern Kitchens, but for each of their five properties.  We kicked off with interviews… servers, chefs, general managers and administrative personnel all participated.  And we articulated the brand voice of each of their properties.  The site structure was adjusted to focus on each individual property – six separate sites. An exciting challenge was to incorporate property-specific brand elements for each site while they sit atop identical structure and site architecture.

The focus was also shifted to sharing / publishing / conversation… there are so many wonderful and inspiring stories unfolding daily over at each of their kitchens, stories of sharing, ingredients, preparation, gatherings.  An integrated blog pushes content to each of the sites and is enhanced by an event calendar and Facebook feed.

We expanded the private dining section of the Old Village Post House, Cooks, High Cotton Charleston and Greenville sites.  Each has their own core business sectors that include wedding events, social events and business events.

All of their existing tools were re-skinned and the functionality was enhanced.  You can now check your gift card balance and look up your current Maverick Collection information. We maintained the ability to register for a class, enroll in the rewards program, purchase a gift card.. and even apply online for a career with Maverick.

Huge thanks to all involved.  Take a look and have a dig around… there’s lots to digest!