Creative Director
Turn an American icon lovingly stuck in the nostalgia of childhood into a bold, modern QSR that emotionally resonates today.
Everyone loves DQ. Just say the words and people go misty eyed, recalling melty summer afternoons and weekly traditions with Dad.
Unfortunately, fond memories alone don’t ring the register in 2025.
We needed to revamp DQ by harnessing its emotional superpowers into something culturally relevant for aged-up Millennial and Gen Z audiences.
So we did something radical — simplify.
Enter: Uncomplicated Happy.
Founded on the unshakeable truth that even in today’s chaos, life can never feel too big or serious when you sit down to a burger and Blizzard. Everything just ~blissfully~ melts away, leaving what matters most: tasty food, people you love.
Uncomplicated Happy served as our center of gravity to simplify and modernize the brand from the ground up — packaging, design systems, photography principles, tone of voice, film narratives, social content, and more.
Strategically, we also launched a positioning journey toward becoming a One-Stop-Shop QSR: a something-for-everyone, dinner and dessert go-to, to help differentiate them from the fierce competition.
This comes to life through a more anthemic “DQ &” campaign, all about bringing both sides of DQ (eats & treats) together in new ways that speak to better convenience, cost, and experience.
With scrappy budgets and a whole lotta heart, we pulled DQ back to its 85-year-old roots to reinvigorate a new generation of fans.
NOTE: Much of this work is slated to be aired in late 2025/early 2026. PW: happy