The document presents a logo design and branding campaign for a revived Arthur Treacher's fish and chips restaurant chain, focusing on Arthur Treacher as a whimsical British icon to attract baby boomers through an innocent and nostalgic aesthetic that celebrates the authentic British fish and chips experience. Packaging, restaurant design, and promotions reinforce the message that Arthur Treacher's is the real deal for British-style fish and chips.

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The Scenario: Chuck Norris is running for the U.S. Senate from Texas in
2010 with the GOP. Texas has historically been a strong Republican state, but
has an increasingly large Hispanic population that must be won over.
The campaign utilizes the WPA Texas Post Office Mural style (which was
originally inspired by Hispanic artists) to celebrate Texas and Hispanic culture,
and give a distinct visual style to the campaign. It also fits in well with Chuck
Norris’ “Walker, Texas Ranger” character, which is what most voters currently
identify him with.

3. Mark
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Neenah is one of the few companies
that has statistics available on what
their environmental friendly product
is accomplishing overall. I wanted to
use these statistics to communicate to
consumers that purchasing recycled
paper really does make a difference.
The Neenah “N” logo was the perfect
way to visually separate the ten acres
of green space that Neenah saves
every year.
Make your mark.
Neenah’s recycled papers
preserve 10 acres of green
space every year, which is
the equivalent of planting
250,000 seedlings.

4. What will you change first?
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Georgia D Teen Pregnancy takes the you out of youth. Choose responsibly. www.talkingwithteens.com
What will you wear first?
The challenge was to create a campaign that
would engage teenagers and be appropriate What will you change first?
for public spaces such as schools and
libraries.
Teen Pregnancy takes the you out of youth. Choose responsibly. www.talkingwithteens.com
We met with several focus groups of teens
from the local high schools to talk about
their perceptions of teen pregnancy and
what they would like to see in a campaign.
Teen Pregnancy takes the you out of youth. Choose responsibly. www.talkingwithteens.com
What will you mail out first?
The posters were well received, and were
What will you wear first?
distributed throughout the state for Teen
Pregnancy Prevention Month in May 2008.
Teen Pregnancy takes the you out of youth. Choose responsibly. www.talkingwithteens.com
What will you receive first?
Credits: Agency Five
Teen Pregnancy takes the you out of youth. Choose responsibly. www.talkingwithteens.com
What will you mail out first?
Teen Pregnancy takes the you out of youth. Choose responsibly. www.talkingwithteens.com

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Our country was founded upon, and
continues to be defined by, the right to
free speech.
As Americans, we believe that everyone
has a right to express their opinion. This
has earned us a reputation for being loud
and obnoxious, but it has also helped us
achieve world leadership.
We are the land of the free and the
home of the brave, and it is free speech
that enables us to pursue our dreams—
whatever those may be.

6. Close-up of guards Sounds of chewing and THE FISHY
eating fish & chips are satisfaction TALE INSIDE
QUEEN IN LOVE
EXCLUSIVE
grinning.
WITH GIANT FISH!
PRINCE
PHILLIP
HEART-
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WHO IS
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Locations
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■ The Late Night Meetings
■ The Queen’s Obsessive
Franchise Information
rthur
Phone Calls
A en R
Arthur Contact Us
Treacher’s
Logo & Tag, Arthur
tips his hat and winks.
Arthur
Treacher’s
Arthur Treacher’s, and its namesake, Arthur Treacher, have been forgotten.
I chose to reintroduce of Britons. as a whimsical and memorable icon, who
First in the heart Arthur
British Museum
interrupts British stuffiness to bring fish & chips.
The History of Fish & Chips
The restaurant design, packaging, and promotions I created are all focused
on reinforcing the message that Arthur Treacher’s is the authentic British
fish & chip restaurant that does things right. I think this innocent/nostalgic
archetype builds on the brand’s past and will appeal to the growing Baby
Boomer segment.

7. KathrynClarkforArtDirector.com
Paid for by the Kathryn Clark for Art Director Committee