The task at hand- redesign every aspect of a B-list fast food chain to acknowledge the fervor and ardor of it's die-hard fans. People that love Arby's, it turns out, REALLY LOVE Arby's. The chain's messaging deserved the same respect and loving touch that it's greatest devotees already knew existed in the product they consumed. When your fans love something this much, how you serve it up should be as important as what you're serving. And we proved it.
I'm thinking Arby's. Brand book excerpts, communication re-design.