BrasaSouth American Steakhouse
Marketing Architecture
New Orleans, Louisiana / 2023–2024
Overview
In late 2023, Brasa South American Steakhouse approached Between Projects through our strategic partners at AKA as the restaurant prepared to open its second location at Canal Place in Downtown New Orleans.
AKA had already developed a strong visual identity for the brand. Our role was to help extend that work into a complete marketing system bringing the identity to life across print, digital, photography, advertising, and ongoing communications while preparing Brasa for a much larger public presence.
The challenge was not to reinvent the brand.
It was to make sure every expression of it felt like part of the same restaurant.
Marketing Architecture
1. Studies
Understand the brand before expanding it.
We began by reviewing Brasa’s existing identity, the new work developed with AKA, its current marketing materials, digital presence, photography, communications, and the practical needs surrounding the Canal Place opening.
The goal was to understand how the pieces already in motion could work together as one coherent system.
That meant looking beyond individual assets and considering the entire guest journey; from the first advertisement or social post to the website, reservation experience, printed materials, restaurant environment, events, and ongoing communications.
Marketing Architecture
2. Blueprint
Turn a visual identity into an operating brand system.
Working closely with AKA and the Brasa team, we helped translate the existing brand materials into a broader communications strategy.
The blueprint defined how the identity should extend across channels, how photography and messaging should work together, what materials would be required for launch, and how the opening campaign could build awareness while remaining consistent with the experience Brasa wanted to create.
The result was a clearer framework for how Brasa should look, sound, and behave across print, digital, advertising, and guest communications.
Marketing Architecture
3. Design / Build
Bring the brand to life across every touchpoint.
We brought in photographer Rush Jagoe to create a new library of brand and food photography capable of carrying the identity across both editorial and promotional applications.
From there, Between Projects began building the system outward.
The work included print collateral, website materials, social content, email communications, advertising, and out-of-home creative—each developed to feel like part of the same Brasa rather than a series of disconnected launch materials.
Photography became a critical part of that system, giving the brand a more consistent visual voice while allowing the food, atmosphere, and personality of the restaurant to carry more of the story.
Marketing Architecture
4. Optimization
Support the opening, then keep building.
Our work continued through the opening and for the following six months.
Rather than treating launch day as the end of the engagement, Between Projects continued supporting Brasa through advertising, collateral development, special-event promotion, email marketing, and ongoing social media production.
The system evolved as the restaurant moved from anticipation into daily operation, allowing communications to respond to real needs while maintaining the brand consistency established before opening.
Outcome
A brand system built to survive beyond opening night.
The Canal Place opening successfully introduced Brasa to a larger Downtown New Orleans audience and established the second location as a meaningful extension of the original restaurant.
More importantly, the work gave Brasa a broader marketing system capable of supporting the restaurant after the initial launch cycle had passed.
In a challenging New Orleans hospitality and tourism environment, one in which several high-profile downtown concepts have struggled to remain open, Brasa continues to operate at Canal Place.
The project demonstrated the value of carrying a strong identity all the way through execution: from brand strategy and photography to advertising, digital communications, physical materials, and the ongoing work required to keep a restaurant visible and relevant.