Goal
Reposition River City Roll from an underselling, oddly exclusive-looking brand into what it actually is — one of Scott's Addition's freshest "eater-tainment" spots, with a full night-club-meets-bowling experience, strong food, and a dog-friendly patio. The competition was already showing up online as fun and welcoming; River City Roll's social presence lacked human energy and didn't convey the range of what the venue actually offers. The objective was to close that gap and give the brand a concept that matched the real experience: The Night Is Too Young to Act Old.

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Target Audience
Young professionals in and around Scott's Addition looking for a reason to shake off the workday and feel like a kid again — an audience the venue was built for but wasn't being spoken to online.