// DARK MATTER GRID / CASE STUDY P15

CLIENT WORK / SOCIAL CAMPAIGN / CONTENT / MOTION

HUNGERPASS

Social-first campaign design that made dining deals feel timely, appetizing, and worth sharing.READ THE STORY ↓

DISCIPLINECLIENT WORK / SOCIAL CAMPAIGN / CONTENT / MOTION

ROLEGRAPHIC + MARKETING DESIGN / COPY / MOTION / WEB

PROJECT TYPEREAL CLIENT WORK / 2018–2019

PATHCULTURAL MOMENT → SOCIAL DISCOVERY → OFFER → RESTAURANT

THE CHALLENGE

Start with the tension.

HungerPass connected young New York diners with offers from local restaurants, but a discount alone was not enough to earn attention in a crowded social feed. The work had to communicate value without making the experience feel cheap, give restaurant partners visibility, and create a reason to engage now.

02 / THE ORGANIZING IDEA

“Make the savings feel like a timely social discovery, not a coupon.”

THE DESIGN LOGIC

How the system works.

LEAD WITH APPETITE

Food photography and recognizable dining moments do the emotional work before the offer asks for attention.

MAKE CULTURE THE HOOK

Holidays, food days, and seasonal behaviors give the brand a useful reason to enter the conversation.

TURN VALUE INTO A STORY

Copy frames savings as access to a better night out, never as compromise or a race to the lowest price.

SHARE THE SPOTLIGHT

Partner restaurants remain visible within a consistent HungerPass frame, helping the platform and the venue grow together.

THE VISUAL LANGUAGE

A campaign made for the moment.

The Halloween and National Cotton Candy Day stories show the range of the social system: one uses compact illustration and copy to build a repeatable seasonal series; the other uses a bright, interactive story sequence to turn a food holiday into participation. These are original client-work artifacts.

HungerPass National Cotton Candy Day Instagram story — DELIVERED CLIENT WORK / INSTAGRAM STORYA CULTURAL MOMENT BECOMES AN INTERACTION

A series of illustrated HungerPass Halloween Instagram posts — DELIVERED CLIENT WORK / SOCIAL SERIESONE VISUAL GRAMMAR, MULTIPLE POSTS

APPLICATION

Value without looking cheap.

“Better Bang for Your Buck” used editorial food photography and a direct, budget-aware message to speak to students and young diners. Partner features then adapted the system to highlight individual venues, keeping the restaurant experience at the center instead of the discount mechanic.

Two HungerPass restaurant offer posts displayed on mobile devices — DELIVERED CLIENT WORK / VALUE CAMPAIGNBETTER BANG FOR YOUR BUCK

HungerPass dining campaign shown in a hand-held phone mockup — DELIVERED CLIENT WORK / MOBILETHE OFFER IN A NATURAL SOCIAL CONTEXT

HungerPass partner restaurant social posts displayed on mobile devices — DELIVERED CLIENT WORK / PARTNER CONTENTRESTAURANTS GET THE SPOTLIGHT

Three HungerPass partner restaurant Instagram campaign screens — DELIVERED CLIENT WORK / SPONSOR SERIESA REPEATABLE PARTNER FORMAT

CONTENT IN MOTION

Designed to move through the feed.

The delivered work extended beyond static layouts into GIFs, animated social content, and a promotional Facebook cover. The motion approach kept the message quick: establish the occasion, land the line, reveal the food or offer, and close with a recognizable HungerPass frame.

SOCIAL ART DIRECTION

Modular compositions translated one campaign thought across posts, stories, and partner features.

COPYWRITING

Short, conversational lines made value feel culturally aware rather than transactional.

MOTION + GIFS

Simple animated sequences added pace and stopping power to Facebook and Instagram placements.

PHOTO EDITING

Stock and partner imagery was shaped into a more consistent, appetite-forward visual world.

PARTNER PROMOTION

Restaurant-specific formats balanced HungerPass recognition with the venue’s own food and offer.

WEB SUPPORT

Selected website design work helped carry the same voice beyond the social channels.

CONCEPTUAL / NOT PART OF THE ORIGINAL CLIENT DELIVERYSELF-INITIATED EXPANSION

THE NEXT CHAPTER

From social feed
to dining habit.

The original work established an approachable, culturally fluent social voice. The next step connects that discovery layer to a repeatable product and neighborhood experience. Diners get better value, and restaurant partners gain more control over demand.

A diner using the HungerPass Tonight Under $25 app in a New York restaurant — 01 / TONIGHT UNDER $25DISCOVER → CLAIM → DINE

A printed HungerPass neighborhood passport and QR table sign in a restaurant — 02 / NEIGHBORHOOD PASSPORTTHE PLATFORM BECOMES SOMETHING DINERS CAN HOLD.

FROM PROMOTION TO PARTICIPATION

Don’t just
show the deal.
Build the ritual.

Every new touchpoint gives the social campaign a physical consequence: a saved offer, a stamped route, a fuller dining room, or a table people want to talk about afterward.

ONE BEHAVIOR / MANY EXPRESSIONS

A restaurant manager using the HungerPass Partner Pulse dashboard — 03 / PARTNER PULSETHE SAME SYSTEM WORKS BEHIND THE COUNTER.

THE SYSTEM IN THE CITYTHE DEAL IS
ONLY THE BEGINNING.

Three public-facing programs bring the idea into streets, campuses, and restaurant tables. Each creates a reason to go now and a reason to come back.

A HungerPass off-peak dining drop promoted outside a Lower East Side restaurant — 04 / OFF-PEAK CLUBTURN THE QUIET HOUR INTO A LIMITED DROP.

A HungerPass campus tasting-walk activation — 05 / CAMPUS TABLESAVINGS BECOME A SOCIAL ROUTE THROUGH THE NEIGHBORHOOD.

A HungerPass creator supper club inside a New York restaurant — 06 / CREATOR SUPPER CLUBTHE CONTENT STARTS AT A TABLE WORTH SHARING.

THE CONNECTED ECOSYSTEM

Six growth plays. One recognizable behavior.

Each concept answers a different part of the same journey, so the expansion works as one service instead of six disconnected campaign ideas.

TONIGHT UNDER $25

A personalized deal feed shaped by location, time, appetite, and budget.

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OFF-PEAK CLUB

Time-sensitive drops help restaurants turn quiet hours into reliable traffic.

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NEIGHBORHOOD PASSPORT

Diners collect stamps across local partners and unlock a progressive reward.

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PARTNER PULSE

A lightweight dashboard lets restaurants publish offers and see when they perform.

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CAMPUS TABLE

Ambassadors, tasting nights, and referral codes turn savings into a social ritual.

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CREATOR SUPPER CLUB

Local creators host limited-seat meals that produce content and first-party signups.

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FUTURE CUSTOMER JOURNEY

01DISCOVER

A timely social post or local prompt.

02CLAIM

A clear offer saved to the pass.

03DINE

A frictionless check-in at the restaurant.

04SHARE

A story template turns the meal into proof.

05RETURN

Stamps, referrals, and personalized drops build habit.

THE RESULT

A system with gravity.

The delivered work established a flexible social campaign language for HungerPass: timely enough to join cultural moments, structured enough to support restaurant partners, and direct enough to make dining value clear. The self-initiated expansion demonstrates how that foundation could grow into a fuller product, loyalty, neighborhood, and partner ecosystem.