By Michael Williams 2.0

PizzaExpress

Capturing the Spirit of Soho in Every Tap.

Design System Production

UI Design

In embracing PizzaExpress's rejuvenated brand spirit, I had the distinct pleasure of immersing myself in the 'Spirit of Soho'. Collaborating closely with Dentsu Creative under the seasoned guidance of Chris Davey (Creative Director) and Rob Chalmers (Chief Experience Officer), we faced the challenge of revitalising their loyalty app. The aim was to ensure every user interaction was infused with the values and character that Peter Boizot passionately established in 1965. The outcome is a digital experience that not only fosters customer loyalty but also vibrates with the unique and vibrant identity that is quintessentially PizzaExpress.

As PizzaExpress embarked on its transformative journey, the existing app began to feel like a relic of a bygone era. The brand had evolved, outgrowing its current design language and a fresh digital interface was paramount to reflect this new dimension of growth. The task was clear-cut yet intricate: to reskin the previous app with the vibrant new brand identity. Although the scope to overhaul the user experience was limited, I made certain that every pixel captured 'The Spirit of Soho'. Dive into this journey of rejuvenation and witness how a brand can evolve while staying true to its roots.

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Embarking on the task to invigorate the app's aesthetic, I found myself deeply intertwined in an iterative design odyssey, navigating the fresh frontiers of PizzaExpress's new brand identity. The quest to harmonize the novel typography, color palette, illustrative finesse and imagery soon revealed itself to be central to the project's success. My contributions, woven through numerous iterations, played a significant role in discovering a balance that not only enriched the user experience but also fell in step with the ambitious direction PizzaExpress is charting. This refined design philosophy ensured that each detail worked in unity, shaping a digital experience that is both vibrant and seamlessly integrated.

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As PizzaExpress turns the page to its next chapter, I played an instrumental role in crafting a new design system that does more than just transition—it respects and revives 'The Spirit of Soho'. In our work, we successfully married the new user interface with the brand's evolving ethos, creating a resonance with today's users and ensuring flexibility for those of tomorrow. This careful blend of past and present, where my contribution was key, sets a solid foundation for the PizzaExpress identity to continue flourishing in a way that feels both authentic and engaging.

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We loved having Michael work with us at Dentsu. He's a great designer, knows what he's doing, can take & run with the brief, really friendly, lovely person too. Highly recommend Michael to other companies & will be bringing him back in future!

Kayleigh Meldrum
Producer, Dentsu Creative

PizzaExpress

Capturing the Spirit of Soho in Every Tap.

Ford

Martell

©2023. michael PLATinum-WILLiAMS - BRAND IDENTITY DESIGNER & BRAND STRATEGIST IN LONDON.

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