This document outlines a branding strategy for Chartwells, a food service company that works with colleges and universities. It proposes positioning Chartwells as "the center of a vibrant academic life" by drawing people together through cuisine, community spaces, and talent/resources. Key aspects of the strategy include telling the brand story of nourishment and inspiration through food and relationships, and implementing the brand through a launch video, websites, social media, and trade show presence with the tagline "Where Hungry Minds Gather."

1. @PattiGirardi

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35. Leverage Chartwells’ “flexible approach backed by the
resources of a global company”
Generation Z
“over-connected, yet under-related”
gen Z relationships are
the core of a
vibrant academic
community
where students
exchange & discover
new ideas
our
investment
resources
create meeting
spaces that draw
people together
our cuisine
nourishes and
inspires
healthy minds and
bodies as the path to
a healthy future
Strategic positioning

36. Telling our brand story
If college = sharing big ideas + discovering new people
(chefs) (interaction facilitators) (food enthusiasts) =
drawing people together²
∑ cuisine + community + talent + global resources + flexibility
= power to nourish and inspire²
Our mission: be the place...
Chartwells = the center of a
vibrant academic life

37. Where Hungry Minds Gather

38. Healthy minds and bodies are the path to a healthy future.

39. Blue for people. The color of trust, confidence and intelligence.
The colors
Green for cuisine. The color of freshness, nature and growth.
Teal for community. The color of communication, energy and
creativity.
Magenta for culture. The color of universal harmony.
Orange for ideas. The color of enthusiasm, mental activity and
success.

41. Living the Brand: Launch Video

43. External Communications

44. ChartwellsHigherEd.com

45. DineOnCampus.com

46. Social Media

47. Social Media
Meet the new #ChartwellsHigherEd!
We are the place
#wherehungrymindsgather

48. #wherehungrymindsgather

49. Trade Show Booth

51. @PattiGirardi
LinkedIn.com/in/PattiGirardi