Slice rebrand
Employee number 17 and the brand’s first Creative hire, I led MyPizza’s rebrand to Slice, including brand strategy, identity, product, web, and marketing. The launch earned an app store feature and today the company is valued at over $1 Billion.
Homegrown origins
Originally named MyPizza, the online pizza ordering product had been bootstrapped by its founder for nearly 10 years. After winning its first round of funding, MyPizza was ready to scale to become a memorable consumer brand worthy of America’s favorite food.
The Enemy:
“big pizza”
Large corporate pizza chains were stealing market share from local pizzerias and slowly putting them out of business.
Research conducted by Sheepdog agency
Branding challenges:
Resonating with both pizza makers and pizza eaters
Being memorable and invisible at the same time
Not being just another food delivery site
Relaunching everything in just 12 weeks
Rebrand goal: Build a brand worthy of America’s favorite food that resonates in a dual-sided marketplace—pizzeria owners and the families they serve
Both of Slice’s target audiences share an appreciation for authentic experiences, food, and heritage. Pizza is what people eat to come together and to celebrate, so it was essential for the brand to showcase the experience of both making and eating pizza. Images are unstaged, energetic, and capture a “slice of life.”
Brand purpose: uniting people through local pizza
The brand identity system balances the roots of pizza culture with a nostalgic feeling of Americana. It represents the boldness of people’s passion for the food while allowing space for individual pizzerias to showcase their personal branding.
New identity: from MyPizza to Slice
Logo developed under my direction by Sheepdog. All other branding and assets developed in-house.
Meet Slice: Reimagined app, web, and marketing experiences
Launch response: A local pizza movement
An app store feature and several PR hits created buzz around the brand relaunch.
Underscoring the entire launch was a user journey that integrated qualitative and quantitative learnings and a vision for an easy and enjoyable experience.