Pioneer Pizza House rebrand
Results:
• On average, pizzerias on the Slice Accelerate program doubled their sales on Slice in the first 12 months.
• Increased their Slice customer base by 58%.
This project was part of Slice Accelerate, a high-impact marketing program designed to help local shops grow. As part of the program, Pioneer Pizza House received some financial backing which helped fund marketing services including digital advertising, direct mail, social content, SEO, and branding. On average, participating shops doubled their sales in 12 months.
The existing brand was holding the shop back. Visually, it felt outdated and inconsistent, more like a local baseball team than a modern pizzeria. It lacked cohesion, recognition, and any real sense of identity.
The shop had recently changed hands, and while the previous owner may have become less involved in later years, the new owner was energized and ready to invest in the future. It was essential that this shift in leadership was reflected visually through a clear, impactful change that customers would notice.
Our creative brief centered around one goal: Create a memorable, ownable, and consistent brand that could scale across every touchpoint.
We built the new identity around tones of deep blue pulled from the building’s exterior to enhance recall and create a seamless connection between the physical space and the digital experience. The color palette also nods subtly to the shop's substantial seafood menu, setting it apart from typical pizzeria branding.
Although the new owner was just getting started, the shop itself has been serving the Warwick, Rhode Island community since 1966 so that became an essential part of their new brand. Honoring that legacy while signaling a new chapter was key.
At the kickoff meeting, the owner emphasized his commitment to “Fast, Friendly Service.” This became a cornerstone of the new brand voice, differentiating the shop not just from nearby competitors, but from its own past.
My roles:
Design
Strategy
Client‑liaison
The existing brand was holding the shop back. Visually, it felt outdated and inconsistent, more like a local baseball team than a modern pizzeria. It lacked cohesion, recognition, and any real sense of identity.
The shop had recently changed hands, and while the previous owner may have become less involved in later years, the new owner was energized and ready to invest in the future. It was essential that this shift in leadership was reflected visually through a clear, impactful change that customers would notice.
Our creative brief centered around one goal: Create a memorable, ownable, and consistent brand that could scale across every touchpoint.
We built the new identity around tones of deep blue pulled from the building’s exterior to enhance recall and create a seamless connection between the physical space and the digital experience. The color palette also nods subtly to the shop's substantial seafood menu, setting it apart from typical pizzeria branding.
Although the new owner was just getting started, the shop itself has been serving the Warwick, Rhode Island community since 1966 so that became an essential part of their new brand. Honoring that legacy while signaling a new chapter was key.
At the kickoff meeting, the owner emphasized his commitment to “Fast, Friendly Service.” This became a cornerstone of the new brand voice, differentiating the shop not just from nearby competitors, but from its own past.
My roles:
Design
Strategy
Client‑liaison