A Twist of Legacy
Eat Well, Live Well
The Ask
Define a problem within a major company and propose a plan to fix it.
The Solution
Rebrand KFC as a healthier alternative by modernizing their storefronts, diversifying the menu, and leveraging celebrity endorsements.
Strategic Idea
Turning comfort food into a healthy, active experience.
Key Objective
Reimagine KFC as a high-quality, modern choice for millennials who want convenience without sacrificing on flavor or wellness.
How I Contributed
Developed the strategic idea
Assisted with the art direction
Used AI tools such as Midjourney and Copilot to generate images
Three-pronged Approach
Step 1: Modernizing the Storefronts
Step 2: Diversifying the Menu
Step 3: Leveraging Celebrity Endorsements
New Balance Partnership
Colonel’s Challenge 5k
To promote the new limited-edition shoe and encourage an active, healthy lifestyle, the campaign introduces a 5K race in Louisville, Kentucky called The Colonel’s Challenge. Participants who complete the race in under 30 minutes will receive a pair of the limited-edition running shoes. The event is designed to generate excitement around the brand while connecting it to movement, energy, and a more active way of living.
Sanders’ Stadium
With the Oakland Athletics relocating to Las Vegas, a new stadium is scheduled to be built between 2025 and 2028. Our team recommends that KFC help fund the construction of the ballpark to create a strong, long-term association with the brand. As part of this partnership, the stadium’s main restaurant would feature a modern KFC storefront, helping introduce KFC’s new image to fans throughout the baseball community.
Conclusion
This project demonstrates how collaborative creative work, strategic thinking, and visual direction can come together to support a strong campaign. Strategic ideas were developed alongside art direction to ensure the work remained focused, cohesive, and aligned with its core message. AI tools were used to explore and build visuals efficiently, helping the team move from concept to execution in a way that supports clarity, consistency, and real-world application.